Nick Westergaard from Brand Driven: Your Brand content strategy does not have to be complicated

Nick Westergaard, Brand Strategy Director at Brand Driven Digital, explained that everyone believes advertisers should think as publishers, because content is the king to highlight among the competition. “But there’s a problem. Simply producing more content is not enough. More is not always better, nor is it particularly effective. While content production levels are soaring, the same data from the Content Marketing Institute also shows that only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year” he added. Westergaard feels this is because, although they are producing more content than ever, less experts in marketing are documenting their content marketing strategy. “Grounding your work with a documented strategy helps you create content that´s more effective. Your strategy doesn´t have to be needlessly complex” he said. For the strategist, the key is in the five following questions: Who?, Where?, When?, and How? “Your reason for doing something. When it comes to your content strategy, your why is your business objective. Why you’re doing this. This is the “business centric” part of creating good content” he stated. He suggests always starting with these questions and answering each one to reach the six business goals: branding, building a community, public relations, consumer services and increasing sales.