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The Fourth Question Has Changed

by · July 17, 2013

This is a strange time for marketers. So many of the fundamental metrics that have been essential to the business have been rendered either meaningless or less meaningful. The definition of “audience” has changed, and the math now reflects niches and behavior and tracking to a degree that is as useful  as it is maddening.

Some consultants will tell you that if you create great content, you don’t have to worry as much. And they used to be right. The successful marketers have injected added value to their messages – some opting for humor, some for utility, others for sheer journalistic weight. But the recipe for great content isn’t as easy as just adding butter (and given Paula Deen’s woes, butter might be the only entity that hasn’t cut ties with her.)

Still, there are some basic steps that you can walk through to ensure you aren’t entirely losing your way. Ask yourself:  


Solve Problems for Your Customers with Content, Don’t Create New Ones

by · April 26, 2011

We in marketing love us some big ideas.

Attention-getting, jaw-dropping, breathtaking ideas that captivate our audience and sway them into taking action. It’s how we get noticed. It’s how we win awards. It’s how we achieve ROI.

Or so we think.

On paper, the ideas we come up with are brilliant. The storyboard is compelling. The concept will change everything. The “personas” are delighted. The idea is a success.

On paper.

But our audience doesn’t live on paper – they live in the real world. And they aren’t personas, they are individual people.