Why hire a consultant? Small businesses of all sizes can benefit from hiring a consultant, in large part because of the wealth of experience, industry knowledge, and problem-solving ability consultants bring to the table. Consultants, because they have often worked with dozens—if not hundreds—of similar...
What is a content production mindset? The content production mindset refers to belief held by some marketers that to win at content marketing brands must single-mindedly focus on producing and sharing more content than their peers. The thinking goes that the more blogs and other...
Most conversations involving content strategy begin with an explanation of what it is. I believe this is incomplete. The benefits of content strategy are best understood in relation to what it does— impacts brands’ bottom lines. Content strategy is the glue that holds together the...
The story of how I learned that going viral is overrated is as painful as it is vivid in mind years after the incident. It begins with a Midwestern friend and fellow angler who was enjoying a comfortable retirement until I chose to fish with...
[updated 03-31-2023] Most brands’ content marketing fails because it lacks adherence to solutions ideally suited to their businesses. That is, they’re trying to execute a strategy that’s not optimized for the content marketing success they hope to enjoy. Simply put, their strategy is neither well...
Brands as publishers? Rubbish! Your brand doesn’t need to be a publisher to be successful at content marketing. In fact, publishing your own content could actually be a detriment to your business. I attacked the logic of brands as publishers before, making the point that...