I’ve observed an interesting tendency among many of my small to mid-sized business clients when it comes to social media. Once they’ve made a decision to “be” there, there is an assumption that they need to be everywhere. And that doing social media is somehow an all or nothing endeavor.
Good content isn't as enigmatic as we might think, but it does take effort. And perhaps that's the biggest myth about content leaders - that somehow, they are just uniquely pre-disposed to great ideas.
When we’re chasing growth, the tendency is not towards the small or incremental. We want big results, so we assume it takes big, sweeping actions to get there.
But often times the biggest difference makers are much more nuanced.
When done well, 'behind the scenes' content offers a unique glimpse into the people, ideas and processes that make an organization tick.
I often hear from less than sexier brands, that they have nothing to talk about.
That their business doesn’t really lend itself to Social Media or content.
Any good inbound marketer will tell you that buyer personas are the foundation of a successful, long-term content marketing strategy. Considering the needs of our segment and what stage they are at in the buyers journey helps to ensure we are serving up the right content, to the right audience at the right time.
Think, if you can, of your favorite ad campaign. A message or experience that resonated so strongly, that it inspired a deeper connection to the brand behind it. Now, imagine the thinking behind that ad.
Innovation is sexy right now. Thanks in part to a pop culture fueled myth that it's beyond the reach of the average person or organization. And somehow, in order for it to qualify as "real" innovation it has feel inaccessible, even otherworldly to the rest of us.
Claiming innovation as an organizational trait is vastly different than creating an environment where innovation can flourish.