Not all content is created equal. By keeping your customers and constituents at the center of your work, you are much more likely to produce information that can actually be acted upon.
The importance of strategy and sales process integration in content creation/marketing is showcased well in this Fast Company article by.
Pay special attention to the story of education service provider Blackboard. Lisa details how they evolved their strategy by identifying key customer profiles and sales themes. The tools they developed to better understand and serve them, ultimately served as filters and guidelines for better content.
The Cure For Content-Creation Madness
I just recovered from a HootSuite infection. I thought that by posting new content each day, hordes of new B2B corporate decision makers would find me. I watched and waited for my Klout score to skyro…