Winning the race for leads, revenue and leaps in share price demands not only that you form a content plan, but stick to it.
Repeat thyself
Don't scrap a reasonable plan because results don't materialize overnight, Fischgrund says.
"If a white paper fails to generate downloads and leads, or a blog post fails to drive visitors to the website, there is no need to panic. Go back and review the delivery—consider the time of day or day of the week the content was published, or review the ads you placed on LinkedIn to generate clicks. Perhaps you will find it had nothing to do with the content or landing page, but because you reached your audience via e-mail blast at a time normally spent away from the computer."
Be patient
Don't expect to rally prospects, customers, analysts and influencers in a month.
"In reality, it takes time to establish a platform, cultivate a following, and execute upon strategic objectives," Fischgrund says. "It's a far smarter practice to focus on quality, not quantity of the content and messaging published via social media."
"In reality, it takes time to establish a platform, cultivate a following, and execute upon strategic objectives," Fischgrund says. "It's a far smarter practice to focus on quality, not quantity of the content and messaging published via social media."
Cultivate the media
Get to know the reporters for trade, regional and national publications.
"Form relationships with reporters and media outlets," Fischgrund says. "Reporters always seek value, and if you can position yourself or your client as an expert, or their news as being important, you will achieve exposure."
Remember: the hare's fast, but the tortoise wins.
