In today’s digital ecosystem, content remains king—but only when it wears the right crown.
The most effective content marketing isn’t about producing more; it’s about producing with purpose. As I’ve observed working with organizations from Fortune 500 companies to solopreneurs, successful content strategies begin with a fundamental question: Continue reading “Strategic Content Marketing: Where Value Meets Visibility”
As I work with people on strategic planning activities—once we get over the initial resistance to strategic planning—one of the biggest barriers I find is concern about implementation. Too often implementation just doesn’t happen and organizations find themselves in an endless loop of planning without achieving measurable results.
Part of the problem, I believe, is that Continue reading “10 Tips for Implementing Your Strategic Plan”
The digital environment is quite cluttered these days and becoming more so. Consumers benefit from access to a massive amount of information literally available at their fingertips—and often being pushed to them by marketers yelling “pick me, me, me.” But with so much activity in the digital environment, sometimes it takes a different approach to stand out: Continue reading “Zigging When They Zag: The Potential of Traditional Marketing Communication”
Jazz is almost ready to implement her content marketing strategy. Just one more important step before she’s ready to go. Continue reading “6 Steps and 6 Weeks to an Effective Content Strategy: Week 6”
Jazz Jones is anxious to get moving forward with the implementation of her content marketing strategy. She is, after all, eager to begin building her coaching business. But she has just a few more steps before she’s ready to go. The next one, Step 5, is critical and all about keeping the end in mind. Continue reading “6 Steps and 6 Weeks to an Effective Content Strategy: Week 5”
Jazz Jones has a clear focus on her goals, objectives and her target audience. She knows who she’s attempting to influence and she’s done thorough research into their AIOs (activities, interests and opinions). Now, she’s ready for the next important step in creating a content strategy. Continue reading “6 Steps and 6 Weeks to an Effective Content Strategy: Week 4”
Jazz Jones is now well underway in the development of her content marketing strategy. She has clear goals and objectives in mind, she’s identified her specific target audience and she’s ready to move on to Step 3. Continue reading “6 Steps and 6 Weeks to an Effective Content Strategy: Week 3”
Jazz Jones is hoping to build business for her leadership development coaching for healthcare professionals. She’s clarified her goals and objectives and is ready for Step 2: identifying her target audience. Continue reading “6 Steps and 6 Weeks to an Effective Content Strategy: Week 2”
In last week’s blog post we met Jazz Jones, a physician and former healthcare administrator who is hoping to raise awareness and generate new coaching business through content marketing. Her first step: Continue reading “6 Steps and 6 Weeks to an Effective Content Strategy: Week 1”
(This was a very popular series for us a few years ago so we thought we’d take a look back and revisit.)
There is no shortage of content marketing experts these days, and there’s no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. The problem is that these ideas are often without context–not grounded in real-world examples that can help would-be content marketers get their arms around what content strategy is all about.
Here, through a fictional example of a company that’s interested in gaining clients and driving business through content marketing, we apply the advice of content marketing experts to demonstrate how it can be used in concrete ways. Continue reading “Content Marketing Strategy Revisited: Taking a Journey With Jazz Jones”
