Content Marketing / Shari Shallard

While much of my work is content marketing, some of my writing is about the concept itself. See below for several recent articles on the importance of content marketing and useful related tools. And if you don't actually know what content marketing is, we need to talk!

Classy.org • 22nd April 2017

9 Steps to Kick Off Content Marketing Strategy

If you’re a nonprofit in 2017, you might be feeling weary from your traditional outreach and marketing efforts. You might have a sense of doubt as you drop a pile of appeal letters into the outgoing mail, or you could feel somewhat stunned when a human actually answers your repeated phone calls.

McGuire Editorial: Content Marketing, Planning and Editing • 18th October 2016

Want a Successful Inbound Marketing Strategy? Give Better Assignments.

We’ve talked before about that pile of articles from freelancers on your desk — unfinished, unedited, unuseable for the inbound marketing strategy for which they were written. Sometimes they sit there because they’re out of sync with fundamentals of the overall inbound marketing plan.

McGuire Editorial: Content Marketing, Planning and Editing • 21st September 2016

Why Every Content Plan Needs a Creative Brief (And This Template!)

“Creative brief” is one of those terms associated with graphic designers and ad agencies — Google is packed with articles about (and templates for) those ad-focused briefs. But while demand for substantive, effective content marketing is prompting a new look at this simple-yet-essential document, very little has been published about writing a creative brief to implement a content plan.

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