Planning starts with establishing your goals so you can break down the steps it takes to accomplish them. But it’s not as straightforward as simply making a list of things you want to do. There are some questions you’ll want to consider so you start with realistic goals:
Read MoreFor anyone trying to market their company through evergreen content that demonstrates expertise in their field, the same idea of giving new, and sometimes unexpected, life to older content can make it easier to maintain a flow of content for your business. Because no one likes to throw away hard work - even if it happened years ago.
Read MoreOne 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."
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