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Baird Media The Power of Developing a Strategic Marketing Plan: Insights from Megan Kronberger
In the world of business, content marketing has become increasingly important for small to medium-sized enterprises (SMEs) to establish their presence and stand out from the competition.

In a recent episode of the Baird Media Podcast Let’s Talk Content Marketing, industry professional Megan Kronberger, owner of Marketing Lifeline, shares her insights on the heart of content marketing and the key elements necessary for developing a successful marketing strategy.

In this blog post, we will delve into Kronberger’s expertise and explore the importance of market research, effective messaging, media selection, lead nurturing, and strategic planning and measurement in content marketing.


The Foundation: Understanding the Market

Before diving into any marketing initiatives, Kronberger emphasizes the crucial step of understanding the market.

It involves identifying whether your product or service is relevant and who your target audience is.

By niching down and tailoring your offering to the specific needs and desires of your audience, you can position your brand for success.

This requires shifting the focus from what your product does to how it can benefit your customers’ lives and businesses.


Crafting an Effective Messaging Strategy

Once you have defined your target audience and offering, the next step is to develop a compelling messaging strategy.

Kronberger highlights the importance of aligning your messaging with your audience’s needs and aspirations.

Instead of solely focusing on your product’s features, emphasize the value it brings to their lives and the problems it solves.

By understanding your customers’ pain points, you can create a messaging strategy that resonates with them on a deeper level.


Strategic Media Selection

In today’s digital landscape, there are numerous platforms available for marketing purposes.

However, Kronberger advises against spreading yourself too thin across all platforms.

It’s crucial to identify the media channels that are most relevant to your target audience.

By understanding where your audience seeks information, you can allocate your resources effectively and maximize your reach.

Selecting the right media channels ensures that your message reaches the right people at the right time.


Lead Nurturing: Moving Beyond Follow-Up

Maintaining and engaging leads is an integral part of a successful marketing strategy.

Kronberger suggests reframing the concept of “follow-up” as “lead nurturing.”

Instead of treating it as a tedious task, focus on building relationships and providing value to your leads.

Kronberger utilizes a CRM system to manage her leads and employs email merger campaigns to nurture them over time.

Consistency in engagement and providing valuable content are key factors in maintaining leads and building trust with potential customers.


Strategic Planning and Measurement

To achieve marketing success, it’s crucial to have a well-defined plan in place.

By developing a content plan that spans three to six months, you can eliminate the stress of last-minute content creation.

Tools like Hootsuite allow you to pre-schedule posts, giving you the freedom to focus on other aspects of your business.

Measuring the effectiveness of your campaigns is equally important.

Analyzing data from various platforms, such as Facebook insights, LinkedIn, and Google Analytics, enables you to identify which posts resonate with your audience and make informed adjustments to your strategy.



In the world of content marketing, developing a comprehensive marketing strategy is essential.

By following the advice of industry expert Megan Kronberger, you can lay a strong foundation by understanding your target market, crafting compelling messaging, selecting the right media channels, nurturing leads, and employing strategic planning and measurement.

Incorporating these elements into your content marketing efforts will empower you to stand out from your competition and achieve your business goals.

Remember, marketing is a journey, and a well-thought-out strategy serves as your roadmap to success.


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