Blogging about your expertise can be intimidating and it can also feel like you’re giving away what you do for free. Will you give away a lot of your expertise? Absolutely. Will it impact the business you get? Highly unlikely.
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Marketing is an interesting discipline in today’s world. In some companies, the team ends up relegated to service status, playing a reactive role in supporting sales. I’ve started referring to it as marketing as a service, or MaaS, since everything as a service is all the rage these days. For larger organizations, I’m not a huge fan of this approach since there’s usually significant investment to salaries of qualified individuals who understand the business strategy and build plans that help move it forward.
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Planning starts with establishing your goals so you can break down the steps it takes to accomplish them. But it’s not as straightforward as simply making a list of things you want to do. There are some questions you’ll want to consider so you start with realistic goals:
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For anyone trying to market their company through evergreen content that demonstrates expertise in their field, the same idea of giving new, and sometimes unexpected, life to older content can make it easier to maintain a flow of content for your business. Because no one likes to throw away hard work - even if it happened years ago.
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One of the most common questions that comes up when I’m talking about content is whether to repeat coverage of the same topic in content. My answer? Every time: yes, absolutely. Just about every company that’s around for as little as two or three years is going to repeat coverage on some topics if they have a robust content program.
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