Choosing Content that’s Most Appropriate for Your Business
A content marketing strategy should always be considerate of its designated application.
There isn’t a blanket approach to content that will work for every company. This is especially true when a business is in the initial phase of launching a campaign and has delusions of being able to offer every type of content under the sun from the outset. Content diversity is so high that no company would be able to encompass all of it in an unpolished strategy.
Instead, companies should focus on improving their core set of offerings. Keeping it simple is always a smart approach. If you dedicate your resources to continually posting valuable short-form content, for example, you can hone that particular skill.
There will always be time to expand the types of content your company offers. The most pressing issue will be developing and refining what you already have. For more information on choosing the right content for your business, watch the video from OpenView Labs featuring Joe Pulizzi.
With only lagging metrics in their toolset, customer success leaders can’t really drive strategy at the executive level. Here’s Chris Hicken, former president at UserTesting, on how to change that.