By now, you've likely already heard or read about the importance of the various pieces in the "content puzzle". Your content needs to be optimized for SEO to attract potential customers searching for answers to questions. You've also got to distribute your content through appropriate social media channels. Your content should feature enticing calls-to-action and landing pages to turn visitors into leads. Technically, all of these pieces are incredibly important and we should pay attention to them if we want our content to work for us. Of course, underscoring all of the technical stuff, we should be creating content that actually matters to our target audience. But if you want to take your content further, the question you should be asking yourself every day is: Would your audience miss your content if you stopped publishing it?
When you think about the leaders you admire, what are some qualities they have in common?
We tend to admire leaders who are experienced, inspiring, and genuine. An effective leader is someone we respect, and that's why we're willing to follow their lead. The power that influential leaders have over us isn't always so positive, though. Some leaders use their power to gain obedience through fear of consequences. That's the type of leader none of us wants to work with.
In today's marketing ecosystem, expert power and its inherent respect-driven nature can play an especially impactful role in content creation and consumption. So, when you're looking to establish a leadership position for your brand, your goal should be to identify and build your brand's expert power and then figure out the best way to leverage it. To learn what expert power is and strategies for leveraging yours, read on.
Should our company start a blog? Well, check out these stats:
Marketing & Sales as you currently know them will no longer exist in 5 years. That's a pretty bold statement, but all one has to do is look at recent history to understand how quickly things are changing and will continue to change:
- In 1996, the average person received 100 emails PER WEEK
- Today, the average person receives over 120 emails PER DAY
It happens in just about every organization. It usually happens when it's time to update the Marketing Dashboard, when someone (anyone) wants to do something (anything) to the company website or when someone is trying to make some sort of "data-driven" point. It typically comes from someone higher up in the organization—maybe a VP or even the President. And it's usually phrased in the form of a question. Take a few minutes to see if you can determine what "it" is.