I talk with lots of different leaders and organizations who are trying to make sense of the digital marketing landscape. I get it. It's tough, confusing, and ever-evolving. If you've grown weary trying to keep up, don't sweat it. You're not alone.
It's less important that you master everything as you keep yourself open to the native content consumption habits of your core audience. The biggest temptation is simply to project your personal preferences onto your target audience. By default, you will communicate in ways that are convenient for you instead of effective at engaging others.
Where this gets tricky is in the delivery systems required to deliver timely, relevant, and specific information.
A professional writer is someone who gets paid professional fees to write copy. A hobbyist does not. Be careful not to confuse the two.
People who get paid to talk about writing aren't necessarily professional writers. A professional writer is someone who gets paid to open up a blank document and start typing copy that is eventually published or utilized in some form of commerce, whether it is a direct mail campaign or a book.
Hobbyists sometimes pose as professional writers.
Case studies are powerful tools that help others say things about you that you may not necessarily be able to say about your self.
An unexpected benefit of a case study is you get a great excuse to connect with some of your biggest champions and give them a chance to share their enthusiasm for you and your product or service with others in a powerful way.
The brand-as-publisher revolution is remapping go-to-market strategies for brands brave enough to do things differently.
Don't believe me? Just ask Red Bull. Somewhere along the way to sponsoring a guy who jumped out of a rocket to earth an energy drink company became a media company.
Some people think all books are magical. They mistakenly believe all books possess some mystical reality that contains timeless truths to be pondered and consumed over long periods of silence.
There are books like that. It’s true. But that doesn’t mean every book has to be like that. In fact, most books aren’t.
Books are simply an ecosystem of ideas organized into a consumable format.