Why You Struggle To Prove Content ROI

Measuring content ROI is a near impossible task. Too often, that statement ends the conversation about proving the value of content marketing. But the difficulty in tying content directly to the bottom line doesn’t mean content marketing isn’t a contributor to a business’ success. The failure to understand that too often leads to the demise … Read more

Why Internal Customers Will Kill Your Content Strategy

I see one mistake derailing great content marketing strategy again and again in my consulting practice. Businesses set up their content teams as internal agencies to serve internal ‘customers’ in other departments. Why is that a problem? Sometimes this approach incorporates some priority planning. Usually, this planning involves internal “stakeholders” who decide the significant themes … Read more

What Most Companies Get Wrong About Content Strategy (And How To Fix It) [Rose-Colored Glasses]

Author David Foster Wallace addressed the 2005 graduating class at Kenyon College with a speech that would become one of his most-read works. In it, he told this parable: There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says, … Read more

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