How to build content that helps your buyers

The value of content is in its capacity to answer questions and objections before a potential buyer (even existing customers) ever have a conversation with your business about a sale. It gives your point of view and context around what makes you different from other companies that have similar offerings.

The best content is useful and helpful to the person reading or viewing it without giving a hard sell. And it’s not hard to do. You’re already doing it every single day, but you aren’t calling it content creation. It’s just part of your everyday routine.

ContentKaren WilsonFebruary 12, 2019making decisions, questions, objections, point of view, building community, content creation, content curationComment

Marketing requires businesses to be prepared to go the distance

One of the most discouraging things I see happen in my work is organizations that want to use all these shiny “new” tools to grow, thinking the results will be immediate.

That has never been true for any form of marketing, though there are occasional exceptions. Most businesses need to ignore the exceptions. Statistically, they're outliers and the results aren’t likely to be replicated. The stories about them should all include disclaimers that say, "results not typical."

MarketingKaren WilsonJanuary 28, 2019digital marketing, social media, marketing, content marketing, modern marketingComment

Writer's block busters: 8 ways to get words to flow again

Writer's block doesn't have to stop you from writing. It's just a temporary challenge that you can be proactive about resolving.

WritingKaren WilsonDecember 11, 2018blogging, writing, content creation, angle, perspective, pen and paperComment

The shoes and handbags theory of building an audience

If a business focuses solely on quantity in building an audience - Twitter followers, Facebook likes, blog subscribers, and others - you end up always wanting more. The ten new followers you just got may not be quite right for your product/services, but seeing that jump in numbers feels so good!

Growing a large audience shouldn't be the primary goal, though growth is certainly important. Growing an audience that fits your target market and is engaging with you is a worthy goal.

MarketingKaren WilsonNovember 13, 2018audience, social media, quality, quantity, social media marketing, marketingComment

Do you know what you're doing and why?

There are many, many really interesting and innovative ideas for marketing out the world right now. From really clever, to outlandish, to stunt-worthy, there’s a lot to pick through. Ultimately, though, it's all just marketing. And marketing tactics have to be a right fit or they're going to fall flat.

MarketingKaren WilsonSeptember 11, 2018marketing, goals, objectives, tactics, campaigns, measurement, communications, data, proof, why, what, howComment

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