Content strategy
Content should build association, not just engagement
The strongest content makes it easier for the right audience to understand what you know and why it matters.
The strongest content makes it easier for the right audience to understand what you know and why it matters.
Give content a job
Content should support a clear brand objective: demonstrating expertise, strengthening a message or creating a useful business conversation.
Use focused pillars
A small number of useful content pillars creates stronger association than posting across unrelated themes simply to keep a page active.
Connect attention to growth
Engagement is useful when it leads to recognition, relationships and opportunities. Measure content by the brand equity it helps create.