Your business case Creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business.
Your business plan Your business plan for content marketing: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model.
Your audience persona and content maps This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like.
Your brand story Here, you characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition.
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