Getting More Value from
Your Content Investments

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.



  1. October 17, 2014

    Good points. Where I can get a coffee like that?

    • Karen Ronning-Hall
      October 18, 2014

      Are you sure you want that much coffee? It’s a matter of perspective. A famous editor and book author told me, “More is less.” Could that apply to both writing and coffee alike?

    • October 18, 2014

      “More is less.” I like it.

    • Karen Ronning-Hall
      October 18, 2014

      Exactly. I should have had more this morning… or less. I’ve certainly lost perspective. I guess it works both ways. 🙂

  2. Julie Fleming
    October 2, 2014

    What a great article. Look forward to more.