13 Ways to Adjust Your Content Marketing Dial

If you are like me, every year you set good intentions with regard to your health (you know the drill: eat right, exercise, and drink water). What happens? Life gets in way. But don’t give up. While the calendar might read March, it isn’t too late to make changes.

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It’s 2013 and HB is blogging the 13th. We recommend using the 13th of each month as a trigger to assess, reset, and change direction if necessary. I can’t help with your health commitments, but there’s always time to adjust your content marketing dial. Share, debate, and add to these 13 ways to keep your content fresh.

  1. Be bold. I routinely hit my Sunday spin class, but struggle to try new moves. Explore creative and unconventional approaches this month. Take an action today that will motivate you to get outside your comfort zone.
  2. Use authentic stories. What shows success? A success story. Go beyond publishing a quote on your web site. Provide your customers an easy-to-engage outlet to profess and help share their love for your brand.
  3. Less about you. Successful thought leadership programs position you as an expert in an area that supports your key product or service. Rather than tout specific features and benefits, the cogs in your content marketing wheel must communicate that you are an industry leader that prospects and customers want to work with, stat.
  4. Color outside the lines. Between our professional and personal lives we all have an extensive network of contacts. Find a smart, useful way to pull more of your personal contacts into your business world.
  5. Invest in mobile. Period.
  6. Know your reach. Do you truly understand the catalysts that influence your customers’ purchasing decisions at every stage of the experience life cycle? Establish touch points from discovery through engagement to create mavens for your brand.
  7. Set metrics. I aim for eight glasses of water a day. Having a specific number in mind helps me envision the end. Keep a close eye on what works and what doesn’t and course correct with light speed.
  8. Know the answer to “why?” Be certain that your customers truly understand why your product or service is relevant to them, and tailor your messaging to fit each audience. Go deeper than the “it’ll protect your bottom line” pitch. How will a prospect’s decision to go with your solution change his/her life?
  9. Check out the competition. Seeing the cool things that others do at the gym gets me going. Don’t plan on mimicking the competition, but keep an eye on those ahead of you, and behind, to understand where you fall in the industry landscape. Studying the competition enables you to identify opportunity gaps that may work to your advantage.
  10. Be habit-forming. Research shows that new habits take two to three weeks to form. Give yourself the flexibility and time to build profitable habits.
  11. Get a buddy. In my weight-loss efforts I often seek group support via my network of friends and family. Consult a colleague or your team to provide an additional layer of clarity to your strategy.
  12. Build the muscle. One trip to the gym won’t give you big guns. It takes time to get it right. Make a commitment to working on your marketing muscle every day.
  13. Fill in the blank. This list is just a start. Tweet your #13 to me at @perrinmcc.
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About Mower Boston

Boston's Mower office is a full-service technology marketing, PR and branding agency. Our B2B stories illustrate projects and campaigns in a variety of markets and media that range from local impact in Boston and New England to global proportions.

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