Make content work for your brand
The articles on this page are designed to give you ideas for how to use content to connect with the modern consumer.
I hope that you find them useful.
Feel free to comment, or contact me directly if you have any thoughts on the ideas posted here.
It might seem a strange concept to ignore vast swathes of the population with your content, but it’s actually essential if you want it to connect with those who matter.
Try to please everyone and your message becomes diluted.
The first step in your goal to use content to drive growth for your brand is to recognise the immense value of your prospects’ attention.
Nothing will motivate you to create compelling content quite as much as the constant nagging reminder of all of the other things your prospects could be doing instead of reading your blog.
The key to moving from content shock to content success is writing quality, helpful content. And the best way to do that is to have a clear idea of the person that you’re writing to in the first place. Who is your ideal customer? What motivates them?
Successful marketing (which these days increasingly means content) now requires that you care about your prospects and customers. It’s about serving them; providing them with useful information that will help them to achieve their own goals.