As Founder and CEO of Resonance Content Marketing, Rachel Parker helps clients understand their current and prospective customers as never before and deliver valuable content to win their hearts ... and their lasting loyalty. Follow Rachel on Google+ and on Twitter at @resonancecont.
As content writers, it’s our mission to concept, research, structure, write, edit, proofread, and publish gems of content marketing brilliance, day after day, week after week. We need to do it efficiently and we need to do it consistently … while still maintaining our standards of quality. It’s not a task for the faint of heart. It is a task for savvy professionals who have the right tools — and know how to use them.
As content marketers with busy schedules, it’s easy to get into a checklist mentality. As long as we can check that blog post, that podcast, that weekly video tip off our lists, we figure we’re good. The question to ask ourselves is this: Are we scoring touchdowns, or are we just getting points on the board?
Yes, it’s true that we only have two weeks and some change left in 2014, but — hey, where are you going? Come back — it’ll be OK, I promise! Believe it or not, you still have time to put together a powerful content marketing strategy that will rock the house in 2015! It really boils down to answering six key questions.
In 2004, Rob Morris, a long-time human rights advocate, established Justice for Children International, a nonprofit dedicated to ending child sex trafficking. In its early years, the organization gained a certain amount of attention by building its marketing around shocking statistics, such as the fact that two children are sold into prostitution every minute. But Morris knew that they were capable of much, much more. So he started telling a story.
Here’s the deal: In today’s marketplace, customers don’t just want to see a slick image and a catchy tagline — they want to know who you are before they even consider doing business with you. They won’t be satisfied with glib, rehearsed, PR-committee-approved answers. So how do we even start to think about answering this question: “Who are you … really?”