Successful Content Marketing doesn’t just require a strategy. It demands a purpose. A core purpose defined far in advance of the index finger hovering over ‘publish’
Knowing when it was time to break convention
This is the story of the moment I decided to change direction with my business, to break convention, and to review the outcome of my decision.
Ask one question
We learn by asking questions. Want to learn more about your online visitors? It’s time to start asking key questions and witnessing and understanding their response.
The best thing you can do right now is ask the question ‘what do we do?’
Ask the ice cream seller what they do. They’ll tell you they sell ice cream. We’re buying something different.
The time to be wary of digital disruptors has now expired
There’s a comfort blanket many luxury brands are gripping tightly. Heritage. I’m placing my bets that the blanket will be ripped away from them sooner than they think.
‘Everybody’ isn’t your target market
Representing the way that people ‘think’ rather than what they ‘do’ is a powerful tool to help you truly understand your own niche.
Why do you blog?
Judging by the amount of time some organisations invest in their blog, it should be an easy question to answer. Is it for you?
Your niche market: It’s not about being a fish or living in a pond.
How do you perceive your brand? Are you a small fish in a big pond or a big fish in a small pond? Do you have a small market with very few players? Or is your market huge, with hundreds of converging competitors constantly nibbling away at your business growth? … Read More
I’ve got better things to do today than ‘read your blog’
Is labelling your content simply as a ‘blog’ putting off potential readers?
Do you serve a market or embrace your niche?
When was the last time you ate a meal that contained nuts? Maybe a bowl of nuts at the pub last weekend? Maybe a packet of M&Ms whilst watching a movie last night? For me and my family it was 2 years 3 months ago. It was the day my … Read More
Forget the competition. Champion your niche.
If your direct competition didn’t exist, would you run your business any differently? Would your website look different? Would you stock different products? Would your offering be more profitable? Would you advertise with a different message? It’s very easy for me to say ‘forget the competition’. I’m not you. I … Read More
Type and deliver: are you business or are you brand?
It’s a vital question for you to consider. As an employee, as a business owner, who or what is it that you represent when you share information through social channels? Are you you, are you your business, or are you your brand? What does it mean to act as your business … Read More