Managing Content Marketing

But let’s also remember that in addition to knowing WHO we are talking to, we need to know who WE are. As Lao Tzu said: “He who knows others is learned; he who knows himself is wise.”

What is the SCOPE of your initial content marketing plan?
What is the team you will need to address that scope?
How will this affect your existing marketing efforts?

the budget you created at the start of the year is not drastically different than the one you ended up with, you probably aren’t listening enough to what your customers need.

Open Innovation: Researching a New Paradigm by Henry Chesbrough

Understanding “who THEY are” is critical to creating relevant and meaningful content. You need to know your customers better than your spouse or your best friend. What do they like? What do they do? What are their activities and hobbies? What products do they use? What do they read? What are they saying and when are they saying it?

For me, personally, three basic conditions of satisfaction underlie everything I do:
Grow professionally
Grow wealth
Have fun

“Conditions of satisfaction” is business-speak for the criteria used to measure the outcome of a plan or project.

increasing revenue. Everything else — costs, margin, talent, etc. — falls from that one metric.

Why Must We Be Engaging?

4. What were the risks?