So much of our content marketing turns into a New Year's resolution gone wrong.
We commit to building out that white paper or maybe 30 of them. Before we knew it, at home, the gym equipment we bought was a place to hang the laundry, and at work, the outlines were just a way to warm up our keyboards for more emails and Slack messages.
Good intentions don't move the needle. Until the media placement is booked, it's hard to stick to the marketing calendar.
We deal with it, too. And because many of you are our clients, we know you deal with the same thing.
Today is as good as any to get back on the wagon. Just start where you left off.
Here are some things to focus on this year:
Plan on getting started as soon as you can. Because you'll need to plan today around the marketing results you are looking for tomorrow.
Develop a clear message for your team so they know what they need to do when they do their part.
Make sure you know what your website is doing well and what needs help.
Keep it simple. Cut out everything you don't need. It just slows you down anyway.
Develop a brand architecture to remove confusion. For your team and for your customers.
Learn the language of your customers so you can speak with them, not at them.
Learn from the most powerful brands in the world. Embrace the simple solutions.
Make sure you focus on the end results.
And finally, make sure you know what your brand stands for, and stick to it.
You're off to a great start. Let's have a great year together.
We'll see you next week.