Content marketing is a most effective tool for marketing businesses and firms of all types. In 2015, marketing experts predict that content marketing will remain the go-to tool for not only standard marketing, but also for building a reputation for thought leadership. Effective thought leadership strategies have always showcased niche knowledge through well written and cleanly presented content. However, to get the most out of your thought leadership content campaign, you need broad exposure to get the most leverage. This crucial visibility comes from an array of well positioned public-facing channels, including social media and blogs, websites, e-books, videos, in person engagements and more. If you want to put content marketing to work for you, make sure it does the following:
- Provides helpful and easy-to-consume information to an audience who wants it.
- Is educational in nature. Content marketing is most effective outside of a hard-sell environment.
- Fosters conversation that furthers the audience’s search for the right fit.
- Shares timely material covering topics that your intended audience needs to do their job or further their goals.
- Uses media that your audience is comfortable using such as written, video or audio.
When using content marketing, make sure you create helpful, easy to find and simple to use material. To position yourself as a resource, use topics that you are intimately knowledgeable about and give useful information away. When you prove to be a reliable and consistent source of information, your audience will come back to you over time. The more often people come back to you and are satisfied with what they learn, the closer you are to becoming a thought leader.
As we enter 2015, I feel hopeful and excited. I enter this year knowing that anything can be accomplished with strong relationships, short and long term planning and persistence.
Thank you for reading my blog. I hope it continues to be a resource for you well into the future!
Happy New Year!
As 2015 quickly approaches, my thoughts naturally turn to making resolutions and setting goals. Research shows that people who define and write down goals make more progress than those who don’t take the time to record them. So, here is a little secret I uncovered several years ago… goals do not need to be lofty or world-changing. What they do need to be is personal and specific. Here are a few tips for getting started:
- Select Small, Short-Term Goals. While it is good to think big, it is important to consider the pathway to reaching the big stuff. Break down large goals (i.e. win one new client matter) into smaller goals (i.e. identify three meaningful touch points this quarter). Dissecting large goals helps clearly define easy steps to accomplish them.
- Write It Down. The act of physically writing down goals makes them real. Keep these written goals in a visible place and schedule reminders in your Outlook calendar. Audible and visual reminders serve to keep you on track over time. For example, one small step may be this entry: ‘schedule lunch with Sara next week.’ By scheduling an appointment within with yourself on your calendar, you are one step closer to achieving a short term goal.
- Avoid the Minutia. When planning small actionable steps, only do what furthers your goals in a meaningful way. Prioritize which marketing activities give you the most result for your time investment.
- Get Feedback. Ask someone you trust to evaluate your goals and the actionable steps along the way. Whether this person is a mentor, friend or marketing guru, a reality check is helpful. Honest feedback can be difficult for the giver and receiver, so remain calm and take their input for what it is. To gain even more perspective, offer the same service to someone else.
Planning for success is an important step to achieving it. Create a strategy that works for you and you are more likely to reach your goals. Finally, keep track of all of your marketing touch points (hint: use a category in your Outlook calendar) so that you can see what activities help you to be successful and repeat them for long-term success. Happy New Year!