In a recent post on her Fast Company Blog, Wendy Marx came up with a great twist on an old saying.
The saying goes that Content is King. And these days that’s becoming more and more true. I can see it as someone who works to make a living providing content. Many of my clients are small to medium businesses — tile cleaners, pallet makers, management consultants, shipping and fulfillment specialists, roofers, pest control technicians and so on. Their common thread is they all aim to bring in new customers using internet marketing tools like websites, blogs, and email. Content.
These aren’t big companies with enormous budgets. Nor are they on the cutting edge of business practices. They are the kind of bread and butter businesses that form the DNA of our economy. Individually, they may not need the volume of content of the multinational corporation, but they certainly need content and need it on an ongoing basis. It’s a matter of both quality and quantity — and frequency. Your successful content strategy must
- Offer information that actually helps your prospects and customers
- Create enough content to be actually useful
- Provide new content regularly to maintain the interest and attention of readers.
That’s why Wendy Marx is spot on when she says Content is Exercise. Read her blog post to see what she means and a list of important questions you should be asking about your content strategy.