By keeping a corporate blog and insisting on high editorial standards, your business is generating value in ways that may not immediately seem obvious.
How you build your plan is dependent on numerous factors—the size and structure of your company, your comfort level with content creation, and the degree to which you are invested in content marketing as a practice.
As a marketing leader, you ultimately need to own the strategy, the creative and the execution. If your agencies went away tomorrow, would you be able to carry on regardless?
To achieve consistency in your blog output and to avoid "blogger heartache", you need a clear method. And at the heart of that method should be a simple document: your content brief.
Businesses that have open and robust conversations at the executive level around the cost of content and the role marketing content plays within the enterprise will create a stronger foundation for future success.
Advertising used to be an accepted feature of modern life. Now adblockers and web browsers allow us to switch off, or significantly minimize, ad exposure. What has changed in recent decades? Why are we becoming ever less tolerant of, ever more desensitized to, ads?
It's true that great advertising and great marketing are generally motivated by a brilliant idea, a stroke of genius if you will. But the actual execution of any project requires hard work.
Leveraging the full force of your communication channels, get your experts and your senior executives to speak up and contribute to industry discussions, whatever those topics may be.
