If you’re struggling to identify meaningful, valuable content, you’re probably too focused on promotion. Your content marketing efforts are bound to fail if they’re focused on you. Make sure your dragon serves others and shares his wisdom generously-but in a nice way. They could care less if anyone is listening. They like to look at and talk about themselves. Focus on the customer, not youĪlthough smart, dragons tend to be vain. It’s also a great compliment and opportunity for staff members. Remember to continually recruit new people to create content. Writing will come easy if they’re focused on what they love. Identify a group of potential contributors, and ask them what they’re passionate about, what interests them. (There are some gods, but these are few.) Everyone needs to contribute everyone needs to learn to cook. No single mortal can feed the content marketing dragon by himself. Hold contributors accountable for both quality and deadlines, the same as you would for any of their responsibilities. Allow enough time for content ideation, and build in sufficient time for review and revisions to make the content great. Create an editorial calendar to keep you ahead of the game, instead of rushing to identify and produce content under looming deadlines. The keeper needs to be strong, insistent on regular feedings of great content, watchful of mischief and laziness.Įstablish a consistent process. Here are a few tips on the proper care and feeding of your dragon: Appoint a dragon keeper The magic of the content marketing dragon is lead generation, lead nurturing, and SEO (especially if your dragon has a long tail.) But if you’re going to own a dragon, you have to feed it. They are wise, although sometimes also vain. Everyone knows dragons have magical powers.
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