Content marketing is a journey, not a destination

Developing both – marketing and content strategies can be hard.

You need to re-evaluate your strategy through a fresh pair of eyes frequently. Couple of things I have learned:

1) Put Your Audience First

What do they want and need? Where do they hang out?

Consider personas, which describe the different customers you’re trying to reach. Personas should include the demographic elements such as age, income, and job title. Take into consideration personal fears and aspirations.

2) Talk to Your Prospects and Clients

This one is essential as you identify your audience and develop personas. The only way to nail down how to help your audience is to get to know them.

Your ideas need to be in sync with your audience’s reality. What are the biggest frustrations weighing them down?

3) Develop Content Themes

Creating a long-term strategy can seem difficult. If you’ve done your homework, this will be easy.

The more you chat with your customers, the more you’ll discover the same themes. You’ll recognize their pain points, problem areas, and resource gaps.

4) Establish Production Process

Have a framework. You may have many ideas, but they’re worth nothing if you don’t execute. The consistency of producing content that educates is also important.

Start small, then build on it.

5) Create a Plan for Every Piece

Choose a subject, headline, target audience, angle, pain points and a solution.

6) Focus on Providing Value

Your audience will only find your content relevant if they believe it provides value.

7) Showcase Your Expertise

Demonstrating this through examples and stories is the best way to serve both your audience and your goals. Look for unique stories and approach content as brand publishing.

Enjoy your content marketing journey!

Event Marketing 101

Two recent emails in my Inbox included questions about event marketing. In this blog post I’ll share some basic digital marketing tips. Hopefully your event website is up and running. If not, you could use Eventbrite to set up your website and sell tickets. You may also need an active PayPal account to accept payments. In addition, social media channels will help you amplify your message and engage with potential participants.

If for some reason you, your organization or business is still not active on social media, establish your:

Twitter presence (sample:
Facebook presence (sample:

Write a press release or an article about your upcoming event. Describe how this event is different from any other events and why people should pay attention / attend. Use descriptive images if you can. (Suggested platform: PRWeb)

Create a SlideShare channel for your organization or event – you can post PowerPoint presentations, and other documents (Sample).

Share links to your press release, articles and presentations on social media (Twitter, LinkedIn, Facebook) – engage with your followers. Create a tweet schedule – you could post tweets about different speakers and presentations.

Take and share photographs at your event (Eventsagram).

What Happens in Vegas Does Not Have to Stay in Vegas

I am attending New Media Expo 2014 in Las Vegas. Enjoyed all keynotes and sessions today – posting some notes that may help other aspiring writers (bloggers).

Lee Ogden’s 10 Lessons Learned from 10 Years of Blogging:

1. Be specific – stand for something.
2. Know your readers / customers. Discover their pain points.
3. No plan = plan to fail.
4. Optimize and socialize the journey to your content. Validate. Think how your blog visitors find your content.
5. Great content isn’t great until it is discovered and shared. Be the best answer.
6. Use content to bond with your audience.
7. Look beyond yourself. Leverage community for content.
8. Whatever can be found in search can be optimized.
9. Your blog is as interesting / useful as your audience thinks. Ask. Recognize. Think.
10. Optimize for customer – attract, engage, convert.

Intentional Leadership Expert Michael Hyatt (5 Elements of a Powerful, Personal Brand): Make invisible visible, use descriptive images. Create a consistent experience. Have a compelling brand slogan that communicates what you do – how you solve problems.

Paula Pant (The Art of Crafting Jaw-Dropping Content): Use “sandwich model” for writing blog posts. Provide a close-up, then wide angle (data), and end with a close up (face of your story).

Great advice – keep learning.