Last October I wrote about the 5 statistics and 5 steps that I thought were necessary to understand and implement for a successful 2016. As we head into the second quarter of 2016 it seemed like a good time to touch base and review.
In case you’ve forgotten, Step 1 is: Create Solutions Based Content
What does this mean?
Solutions based content come in all forms, but some of the most common examples can be found as:
That’s a perfect description of so many companies' content marketing efforts. Weeks, months and years of hard work go into content creation, SEO and other pieces of the industrial marketing - yet for all the diligent chopping or hammering, they never really get the results they expected, or even enough to justify the work.
The thrill is long gone, but as Seth Godin recently wrote recently "The work of a professional isn't to recreate thrills. It's to show up and do the work. To continue the journey you set out on a while ago. To make the change you seek to make in the universe." You have to keep at it, but with more than just brute force.
Inbound marketing is really complex, and there are any number of places where the potential to 'change your universe' can be derailed - more often there are many places which need to be individually optimized. A 2-3% improvement in 10 places can start to make a cumulatively significant difference!
But there's one that's increasingly important as industrial marketing success depends on putting your content in front of the right audiences....in a world completely flooded with content.