Mind the gaps in determining content quality over quantity

When it comes to creating content, we always hear quality "over" quantity, but I often ask myself how much "over?" . Thinking about what content we create, when we publish it, where we publish it, to whom the content is targeted, why we created it in the first place, and how it will be measured, I've … Continue reading Mind the gaps in determining content quality over quantity

How to FRAME your content plans

Content may be the all important deliverable that can spell success or failure of any marketing initiative. You can have the right message, the right target audience, the right vehicles, but if the content does not deliver the message in a way that resonates with the buyer, odds are not in your favor.  I know, … Continue reading How to FRAME your content plans

Questions to ask when defining your target audience

I've been tossing around the idea of how to figure out what buyers want - from an information perspective.  So, I took a stab at listing out some questions: Attention: What is top of mind for them right now? Frustration: What are their pain points? Motivation: What are their emotional triggers? Intuition: What does their … Continue reading Questions to ask when defining your target audience