Content and marketing copywriting, writing training, seminars and workshops
Contact Me
(978) 391-4595
Email Me
  • Kranz on Content
    • content marketing
    • B2B marketing
    • marketing training
    • copywriting
    • social media
    • eBooks
    • WTF?
    • Web marketing
    • Video
  • Writing That Works
    • Client List / Samples
  • Speaking / Training
    • Online Digital Marketing Training
    • Winning RFPs
    • In-House Workshops
    • Storytelling for Salespeople
    • 1-Day eBook Workshop
    • Content Strategy Workshop
    • Marketing Facilitation
    • Upcoming / Previous Events
  • Free Stuff
    • eBooks
      • Making Your Case
      • The 7 Secrets of Super-Successful Content Creation Teams
      • The eBook eBook
    • Articles
    • Copywriting Glossary
  • Who Is Jonathan
    • 10 Reasons Not to Hire Jonathan Kranz
    • Bio

Content Execution Excellence Part 10: Remember Your Goals

August 20, 2012kranzcomblog, content marketing

If you don't remember where you're going, this is where you'll end.

In the previous nine posts on content execution, I’ve talked about means — on how to create quality content. Finally, in this last post, I want to talk about ends, about the importance of remembering why you’re doing this in the first place.

Because content involves so many moving parts, it’s easy to get lost in the mechanics and lose sight of the overall goal: creating quality content  likely to attract and hold attention when it matters most — when people are looking for information that could inform a purchase.

Here are just a few of the the pitfalls I’ve seen (and continue to see) that distract content creators from their true missions:

  • Creating content for the sake of creating content, without sufficient attention to audience interests
  • Getting lost in the social media swamps — being busy is NOT the same as being productive
  • Creating content that’s topical, but not genuinely connected to the creator’s business — and therefore not likely to make much of a marketing impact
  • Generating sloppy work that undermines credibility and authority

And the number one distraction from a successful content program? An overestimation of the value of “excellence” that delays progress and undermines morale. The goal isn’t perfection, it’s success. Are you 80% of the way there? Run with it. Becuase the cost of reaching that next 20% boost is almost never worth the effort.

You get better at making content by making content, not by strategizing, designing plans or thinking about it.

Go!

: B2B content, content marketing, content strategy, content writing

Related Posts

eBooks #1 awareness tool?

July 13, 2009kranzcom

Backtracking a successful social media trail

July 27, 2009kranzcom

You need to know the secret behind Danny Kaye’s London triumph

August 4, 2009kranzcom

Recent Posts

  • Michelle Ngome: “Within 12 months, I was able to reach more than six figures in revenue, all because of the work I did by sitting in Jonathan’s workshop”
  • 5 Key Qualities of Champion Content
  • Get “hooked” on these tips for financial services marketing
  • Lessons Learned from Killing Marketing, Part 5
  • Lessons Learned from Killing Marketing, Part 4

Recent Comments

    Archives

    • September 2022
    • April 2020
    • March 2018
    • October 2017
    • September 2017
    • August 2017
    • June 2017
    • February 2017
    • November 2016
    • October 2016
    • April 2016
    • December 2015
    • July 2015
    • February 2015
    • November 2014
    • October 2014
    • September 2014
    • August 2014
    • February 2014
    • January 2014
    • November 2013
    • October 2013
    • September 2013
    • August 2013
    • July 2013
    • June 2013
    • May 2013
    • April 2013
    • March 2013
    • February 2013
    • December 2012
    • November 2012
    • October 2012
    • September 2012
    • August 2012
    • July 2012
    • June 2012
    • May 2012
    • April 2012
    • January 2012
    • December 2011
    • September 2011
    • August 2011
    • July 2011
    • May 2011
    • April 2011
    • March 2011
    • February 2011
    • January 2011
    • December 2010
    • August 2010
    • July 2010
    • June 2010
    • March 2010
    • February 2010
    • January 2010
    • December 2009
    • November 2009
    • October 2009
    • September 2009
    • August 2009
    • July 2009

    Categories

    • B2B marketing
    • blog
    • content marketing
    • copywriting
    • eBooks
    • marketing training
    • social media
    • Uncategorized
    • Video
    • Web marketing
    • WTF?

    © 2009-2017. Jonathan Kranz. All Rights Reserved.