By Joe Pulizzi published October 7, 2010 Est Read Time: 1 min

Content Marketing R&D

Content Marketing InnovationWe’ve just added a new budgeting line item in our marketing plan: Content Marketing Research & Development (R&D).

What’s the idea?

Let’s start with the content marketing strategy.  Of course, we have:

  • Customer Personas
  • Their Informational Needs
  • The Content Strategy
  • Calls to Action
  • Content Creation and Sourcing
  • Key Distribution Points
  • Syndication/Repurposing Opportunities
  • Community-Building Activities
  • Feedback Mechanisms
  • and more

That’s our standard content marketing strategy. But over the past few years there have always been certain “test” projects that fall outside the scope of the strategy.  Experimentation for growth let’s call it. These include:

  • Second-Tier Prospect Content Strategies
  • Online Content Products that fall outside the main .com sites
  • Data-Driven Tools
  • Intense Repurposing (testing new online channels with content pockets)

These are not primary activities, but could be someday.  But we need to test them, and they need funding, just like you would fund a startup company.  They also need attention.

So, we’ve allocated funds for 2011 specifically for these activities. We now believe that these activities should be part of the content marketing process. We are planning about 10 – 20% of our content marketing budget to go toward content marketing R&D.

How about you?

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Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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