One of the most common questions that comes up when I’m talking about content is whether to repeat coverage of the same topic in content. My answer? Every time: yes, absolutely. Just about every company that’s around for as little as two or three years is going to repeat coverage on some topics if they have a robust content program.
Read MoreThe 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.
Read MoreOne 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."
Read MoreWriter's block doesn't have to stop you from writing. It's just a temporary challenge that you can be proactive about resolving.
Read MoreIf 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.
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