Over a cup of coffee, I recently met a marketing communications manager from a technology company in Portland, Oregon. Her company is growing rapidly. She has a limited budget and a small staff. I could see the dark circles under her eyes.
She asked me, “How can I get more out of each content investment?”
Does this challenge sound familiar? It did to me, because we get this question a lot from our clients. While every client’s situation is unique, the approach to getting more value from your content investment starts with these best practices:
- Understand your audience’s challenges, goals, and preferred information sources
- Develop a content strategy to deliver helpful information to your audience
- Design an efficient content production process
- Work with writers who can connect the dots between your offerings and your audience’s needs
I’ll discuss each of these in a series of blogs on content best practices. The first in this series is Love Your Audience.