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 (more…)
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: (more…)
Jazz is almost ready to implement her content marketing strategy. Just one more important step before she’s ready to go. (more…)
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. (more…)
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. (more…)
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. (more…)
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. (more…)
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: (more…)
(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. (more…)
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