How to Find Opportunities When the Customer is in Control

“You’ll never have to worry about not having work.”

  • Fellow passenger, attorney

A few weeks ago, I was chatting with a fellow passenger as we boarded the plane. When I told him what I did, that was his response. I'd love to work myself out of work. Because that would mean that every organization would have incorporated content strategy into their business. For now, there are so many that could use help to improve their efficiency when it come content publishing and get a better return on their investment.

We’re in a time of transition. Traditional marketing and communications has morphed into nearly all digital. The skills and knowledge of seasoned marketing and communications professionals are much needed. They know how to craft a message, drive sales, and create product awareness. Yet the transition to digital channels isn’t seamless.

The customer is in charge now. It’s not about selling your message. It’s about telling your story so that customers want to buy your products, read your publications, donate to your cause. Content marketing is marketing and communications. And it is easier than ever before to measure what is working.

If you’re still churning out content department by department with no central control, you’re not only competing with every other business, charity, and website out there, you’re competing with yourself.

The best – and worst – part of the web is that we can measure everything. There is no more guessing which email brought you the most new customers, which tweet led to the most donations, which Google AdWords lead to the most downloads of a white paper – and which of those downloaders come back and purchase something from you.

What's holding you back? Why haven't you moved fully into the 21st century marketing and communications world? I want to know and help. Help me help you! Answer the questions below so I can provide useful information in a way that works for you.

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