Want to reignite ROI for your digital, content and social media programs?
Then follow these seven rules for successful content marketing, advises Brian Solis, principal analyst at Altimeter Group and keynote speaker at the July 30–31 Content Marketing Summit at LinkedIn:
1. Stop chasing shiny objects. Examples include newer channels such as Meerkat, Snapchat and Pinterest. There will always be the next big thing, but you don’t have to chase after them. Instead, chase after your customers—be where your customers need you or want you to be.
2. Stop operating against a content marketing calendar. Content calendars make you think about quantity, not quality. Your consumers are already overwhelmed with mediocrity, so don’t flood them with more.
3. Stop following case studies of people “doing great content.” They might be rock stars in their own markets, but they don’t have your unique relationship with influencers, customers and stakeholders. Best practices for reaching those particular audiences are yours to figure out.