How to anticipate and stay ahead of customers’ content appetite A marketer from Exxon Mobil asked this question in our workshop. It’s one of the Top 100 Questions about content marketing. The most successful content marketing is customer-centric, not brand-centric. It serves the needs of the audience in order to serve the brand. Three keys …
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A marketer from Capital One asked, “How big is the optimal publishing audience? Too much vs. too little?” It’s one of marketers’ Top 100 Questions on content marketing. To answer this question takes a judgment call. As you make this call for your brand, here’s what to consider. Balance audience size and engagement The audience …
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A marketer from Blackrock asked: “How can teams with limited resources be best structured to impactfully address content needs?” Limited resources: a blessing or a curse? It depends on how you look at it. I see limited resources as a blessing since they force you to focus on David vs. Goliath content marketing. If you …
Take 7 steps to get content on track. Fast-Forward Content Marketing To fast-forward content marketing, use a practical 7-step approach. These 7 steps can help you launch or reboot a content marketing program. Most content marketing breakdowns are caused by skipping steps. You can fast-forward content marketing, but don’t take shortcuts. Don’t skip a step! For more, see the E-book Fast-Forward Your Content Marketing. Or join my content …
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I hear from more and more marketers who started content marketing but don’t gain the traction they hoped for. Some try to work harder and harder, producing more and more content in more and more media. But that’s like stepping on the gas when you’re stuck in a snowbank. You just spin your wheels. You …
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