The Long and Winding Road : ‘How to win at content marketing’

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How to win at content marketing…

As if anybody is so skilled and experienced to really tell anybody ‘how to win at content marketing’! Perhaps I should say ‘how not to lose at content marketing’ but that would be negative and we don’t like negative things, do we?

Therein lies the problem with us humans, we don’t like admitting that our path to success is anything other than constant and managed. Ask any successful entrepreneur how they ‘made it’ and 99 out of a 100 will tell you that the venture which succeeded was the final attempt at realising a vision. Had the soda drink 7Up been successful on any of the previous six attempts we would not be calling it 7Up!

The key to success in business and particularly content marketing is persistence. I would argue that persistence is even more important than quality. Before you baulk at my assertion think about the number of average quality offerings which do well commercially. Think about the motivation for all companies to enter a crowded marketplace, often it is the fact that there is room for a better quality product or service. In content marketing things are no different. It is not as much about quality as it is about the synergy between quality, regularity and longevity…i.e. persistence in deploying a strategy.

What an example of single mindedness. Ignoring distractions and focusing on the primary objective, taking some risk and accepting ridicule maybe all part of achieving success. This won’t be the first or last time I mention the first person to eat frogs legs

Persistence is key yet it often has a roommate called stupidity. As we progress we must seek counsel from others who are not emotionally attached to the project to make sure we are not living out the definition of lunacy, i.e. doing the same thing over and over again expecting different results. This is where the strategy comes into our work, if we plan properly using sound assumptions we can focus relentlessly on the goal. If we do not we will be distracted as we go and veer from the intended path. Evaluating results must happen in order to understand the effects of our persistence, so remember ‘ if you fail to plan you must be planning to fail!’

see you on the long and winding road……. Patrick

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