I admit it. Business-to-business and healthcare companies who only have one or two people responsible for content marketing is a boon for me. It’s true. Small teams need, hire and value freelance copywriters. But it’s also true that I hate seeing clients run themselves ragged trying to keep up “feeding the content marketing machine.”
Remember in high school when the cheerleaders would spell the letters out loud for the word CONFIDENCE to the crowd? They’d yell “C-O-N … F-I-D … C-O-N-F-I-D-E-N-C-Eeeeeeee!” The cheerleaders wanted people in the stands to join in the chant and encourage their team to victory.
For blogging, I think the word we need to pay attention to is C-O-N-S-I-S-T-E-N-C-Y.
If your company has a blog, and you’re not publishing consistently, then you’re probably:
Missing new leads.
Losing online authority.
And your website may be penalized by search engines, including Google, for the lack of fresh content.
Maybe you’re feeling a little regret. A year is almost done and your company has missed the lead generation gusto a regularly published blog can bring.
Were you assigned to write a blog post that’s due next week? Oh, horror of horrors! Are you worried about starting with a blank page? Do you dread writing a story from scratch?
Every bit of writing in marketing has an objective. And that can be worrisome if you don’t know your objective. If you think the words matter, then you take writing seriously. So if you’re in this camp, you may want to keep reading.
The birthday date is July 4, 2026. Doesn’t that seem like a long time from now? But yet it’s less than nine years away.
The Daughters of the American Revolution have donated the cost of $380,000 to plant the trees over several years. Hooray to people thinking and taking action for the long term. I applaud you. Of course, the critics say the trees needed to be planted 20 years ago to make a significant presence. Oh, well, there will always be fault-finders among us.
Just wondering …
Could this be a nudge for us to invest in our professional development now so we can enjoy a celebration of opportunity later? And strengthen our independence?
Todorovich, director of content marketing, manages a team of writers, designers, digital engagement strategists and project managers. Her team is responsible for the #1 most-visited hospital blog in the country.
The newsletter started at 0 visits and grew to 5 million visits per month in October this year.
I was inspired listening to her talk. She does not minimize the effort required or the mistakes made along the way. You hear about the trial and error. Her presentation shows the possibility of building an audience in a highly regulated field. Health Essentials is a living example of what happens when you do the work, persist and continue to do the work. Eventually, you will earn good results.
BEEP! A notification chirps from your smartphone. You pull the phone out of your pocket, wipe your fingers on your cotton jeans and swipe the smooth screen to unlock. Tapping open the email app, then …
The emails clamor in your inbox. Each email is screaming at you. Look at me! Look at me! Read this now. Do this now. Emails are reminders of your unfinished tasks.
And your inbox is bursting. Continuously flooding with messages, the inbox is a cacophony that will never be silent.
When you acquiesce and scan the first email, trying to understand the long message on the little screen, do you wish the sender had written more words?
Probably not. You wanted the writer to be brief, concise and clear. Please get to the point, you beg.
As I’m looking ahead on my calendar, I see a big date approaching in September. I’m attending the Content World Conference and Expo in Cleveland, Ohio. It’ll be a first for me. If you’re into marketing, the annual event is considered the place “where you can learn and network with the best and the brightest in the content marketing industry.”
I’m a little excited.
Okay, I fibbed. I’m a lot excited.
Why? Because there will be plenty of good information shared, people to meet, knowledge to learn, potential clients to get to know, skills to develop … and I won’t be responsible for making dinner for a week. 🙂
Hey, this is a big deal. It’s the first professional multi-day convention I’ve attended in 13 years. What a tremendous opportunity!
“You’re going to sleep away conference-camp,” my youngest daughter said. (She experienced her first “sleep away” camp this summer.) It’s not exactly camp. I won’t be roughing it in a cabin, devoid of air-conditioning and electronics for a week. 🙂
But wait a minute. The events are similar.
I will be away from home. I’ll be outside of my comfort zone. Instead of nature, I will be immersed in marketing, writing and people – all topics I love. And with the money invested, I want to get the most out of it.
So I’ve taken logical steps: registered, arranged for hotel reservations and transportation, and signed up for the workshops. I’ve decided what to pack — I’m the queen of lists — and I started home preparations so my family survives 🙂 just fine while I’m gone.
Maybe you’re not as enthused about attending a conference as I am. But meetings and events are ubiquitous, aren’t they? Eventually, we are all bound to attend one.
Want to resolve a troublesome conflict with a co-worker?
Wondering what to do for Labor Day weekend?
Sounds like you’re trying to figure something out, also known as a problem. You probably have more than one problem you’re coping with right now. I do. Problems in our personal lives. Problems at work. It’s what we all share for being an adult, along with taxes and the nagging question, “What will we have for dinner?”
We miss learning experiences when we focus on winning
Whether it’s middle school, high school, or college, June is the season of graduations. I recently attended our daughter’s 8th grade promotion ceremony. At these ceremonies, the main event is announcing the awards. Achieving something is what matters. The emphasis is on the winners.
The message: It’s not enough to participate — winning is what counts.
I’m wondering if this is true.
Let me ask you. If you received awards in school, do you still have them? If so, do you know where you keep the awards now? For me, they’re in a cardboard box labeled “Memories” that I only open when we pack to move (about every five years). I doubt I’ll be opening the box for next two decades, at least.
How many times do we avoid an activity or learn a new skill because we tell ourselves, “Oh, I’m not going to be good at it, so I’m not even going to sign up.”
Have you been the new kid on the block, so to speak?
If so, you can probably relate to the dilemma we faced when we moved from Kansas to Central New Jersey four years ago. We needed to learn in only three days the ins and outs of attending a New Jersey public school. Our two daughters would be enrolling in an intermediate school and an elementary school.
So we went online. We visited the school district’s website.
This is what we saw:
Where do we navigate first?
The website is not designed for a novice to the New Jersey public school system.
Where’s the Parent’s Handbook? What will I find in the Parent Portal? Where do I find information about how to prepare for the first day of school? How do I know the information I find here is updated? Some of the text states “Updated on Sept. 15, 2010.”
I felt lost.
The website creators did not have me in mind. They were unaware what the customer experience would be for a profile like me: a new parent of the school, new to New Jersey, with two children.
Website creators assumed visitors will have the same level of understanding that the creators have. But we didn’t.
“Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has ‘cursed’ us. And it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind,” wrote Chip and Dan Heath.