I woke from a bad dream the other day. I was working with a large group of people and suddenly I realised that they were just making up things about their target groups, rather than having any real information. And it reminded me of something I have always known, but one tends to forget. None of us can read minds! (If I am wrong, and you can, please get in touch because I really really really want to talk to you! :) Not only did I assume that they knew they had to do some research to get to know more about their target groups - and thereby assumed they could read my mind - they also assumed … [Read more...]
Content Marketing: Don‘t Build Things On Sand
Content marketing can be a very very strong marketing tactic for smaller businesses. It does require time and effort, but not necessarily that much cold hard cash – sometimes no cash at all. What it does require however is that you have already laid a solid foundation. If you don't know who you want to appeal to and if you don't know your viewers or readers, how are you going to make content that appeals to them? How will you know where best to share it with them? How will you know what kind of content they want to see? – do they like text, video, images etc? Also, you don't want to only … [Read more...]