Insights

No matter your business, the goal is the same: your customer has a problem, and you need to convince them that your solution is the best. Hence many marketers’ advocacy of creating helpful content that draws your prospects to your solution. But when it comes to content creation and actual conversions, are you robbing Peter to pay Paul?

Earlier this year CFO Gene Morphis was fired for posting comments about board meetings, earnings calls, and other company-related activities on his public Twitter and Facebook accounts. The line between business and personal has blurred, sometimes with negative consequences.

If you’ve put so much as a toe into the blogging/social media world, you’ve got an idea of the time and effort it takes to continually produce valuable, targeted content. It’s easy to get stuck on the details: headlines, posting frequency, moderation. But it’s important to take a step back and think about your goals, and what your content should actually be conveying.

All of us get newsletters. I'm signed up for everything from my neighborhood news to web programming. The majority of these get less than a 10 second glance before I delete or trash them; but there are one or two I look forward to receiving and read everything they write. What makes these different?

When we talk to a client about their initial desires for a new website, 99% of the time the first comment is some variation of: I want a “clean” and “user-friendly” site.