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September 14, 2016

I have a stalker… and that’s good news!

stalkrmemeTrue story… I received an email last week that began with, “Steve, I’ve been following you for a while now…” I didn’t know whether to be flattered… or scared!

As it turned out, it wasn’t me, exactly, that she was following (whew!)… it was my writing – my blog posts, articles and eBooks.

And over time, it grew the perception in her mind – and provided the proof – that I knew what I was talking about and that I might be able to help her. Guess what? That is exactly how content marketing is supposed to work for a professional services firm. (I love it when a plan comes together!)

But what, specifically, makes it work? I think it’s a combination of three things:

  1. The content itself. You may be an expert in a certain discipline, methodology or market segment, but if your target audience doesn’t care, then it really doesn’t matter what you write about. So, make sure you understand the needs/wants/challenges of your audience… and write about addressing them. Remember, your readers don’t care about what you can do… they care about what you can do for them.
  1. Frequency & consistency. It may be the most common question I get, “Steve, how often should we blog?” And here’s my non-committal answer, “As often as you can deliver it… as long as it’s helpful/beneficial/useful to the readers.” The bottom line is this… commit to a schedule you can stick to – and stick to it. And ‘more often’ is generally better than ‘less often’… but you can always start with ‘less often’ and add to it later.
  1. Exposure. Lastly, if you take the time to write a really good, impactful blog post or article, but no one reads it… then it has no value (to you or your audience). So, every time you create a new piece of content, make sure you’ve got a plan in place for promoting it. Social media, email marketing, PPC, including it in your email signature… whatever it is, just like your writing – commit to it and be consistent with it.

So, the next time someone comes up to you and says, “I’ve been following you,” tell them “Thanks!”


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