Content marketing started as a game of volume.
Today Content needs a Clearly Defined Strategy
Like pretty much everything in marketing, companies react to the successes their peers have in marketing.
When social media started infiltrating marketing about 15 years ago, it began as a content game. Companies spent the next decade writing as many blog posts as they could. Tweeting at a rapid clip and pushing out content.
It became a strategy and technology has to work together, with a "push content strategy" a major misstep. Move forward, a decade, and organizations are still stuck in the "let's push content rut."
Consumers are already so bombarded with content, the volume only adds to the noise.
Marketing demands authenticity and focus.
It should clearly reveal key realities of the brand and product experience and target your audience at the same time.
It's not the high-level buzz words or sound bytes that resonate. It's the inside intel, the reality, and the experiences customers have at a day-to-day level.
Every aspect of your brand should be embedded in strategy.
That includes your content marketing.
Strategy doesn't mean months of planning or complicated matrices or charts. It does require a simple foundation, a place for your execution to rest, to strengthen, and to grow.
I'm no expert in puzzle making, but I do know a puzzle maker doesn't start by simply crafting pieces.
You need a vision, an image first, and then have to determine the elements like size, color, and materials.
Your content marketing strategy should be no different.
While many organizations have well-stocked content calendars, they tend to be reactive: promoting events, checking off boxes of organizational representation, sharing what seems new and cool, or re-sharing organizational content.
Does your content take the audience on a journey that is connected?
Do you know who will consume your content? You have to know who your target candidates are, and who are your key influencers. Their needs, habits, and interests should drive your strategy.
If you start by thinking about each piece of content as a puzzle piece, you can envision what you want the finished piece to look like at the end.
I'm on a on a mission to save the B2C and B2B healthcare companies world from bad content.
Since content strategy and SEO are so intertwined, a lot of writers have picked up a lot of bad habits over the years. “What is [topic]?” is the default sub-header for any blog post. New content is a rehashed version of everything else you’ll find on the web today.
Strip the branding from the website and nobody would know that you wrote it.
Not me. My content creation process is different.
I take the time to really understand the ins and outs of your product and market so I can tie in any relevant features to the content (and actually make revenue from it).
I lead with research, Use a research-based interview with your customers and subject-matter experts to find the hidden gems that top-ranking content doesn’t have.
I write for your customer first… not Google. (Although search engines do reward us for it.)
As you read these words, thousands of pieces of new content are being written and published. The act of creating content has become commoditized. That means there’s more noise than ever before, and potential customers are likely overwhelmed by the nonstop flow of content.
That’s why distribution matters.
It’s the best way to increase your chances of standing out amidst the noise.
Content distribution allows you to reach your audience on the channels they’re browsing and the sites they’re visiting. It helps ensure that your content is driving results for months and years to come instead of collecting dust.
You don’t want your brand associated with spammy and irrelevant sites.
You also don’t want to be embarrassed by an unprofessional outreach campaign.
You can trust me to ensure every outreach email is tailored, strategic, and smart. I use my existing network while also identifying new opportunities to generate coverage, land guest blog posts, get featured, have content syndicated, and lock in brand/founder interviews.
This is earned / organic distribution. It takes work. But when it happens, the ROI can be a lasting relationship that drives lasting results.
Sometimes you just have to pay to play.
It’s a part of the game.
You don’t want to waste your money on irrelevant keywords and you definitely don’t want to feel like your cash is burning faster than a bonfire laced with gasoline
So let’s work together to make sure you know where your media spend should be allocated and what kind of paid content will drive results.
Once a plan is in place, I’ll help you manage it all from start to finish. From the initial campaign setup to the ongoing optimization and reporting—I’ve got you covered.
You can only own a few key channels.
These are channels where you’re not competing with other brands for mindshare, ad space, or rankings.
Owned distribution channels are places where you have direct access to your audience and can reach them with little worry.
The two most effective owned distribution channels are your website & email list.
I’ve helped healthcare companies create marketing strategies that have helped them grow their mailing list 10x.
Over the last 9 years, I have had the honor to ghostwrite for numerous C-suite Executives from across the healthcare spectrum