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Pierpont's Lara Zuehlke recently explored how to lay the groundwork for a content program with a sound, measurable strategy at the International Association of Business Communicators (IABC) March Entrepreneurs’ SIG luncheon in Houston. In her presentation, she looked at simple and effective ways to develop a story that engages, educates and inspires others to action.
"The dynamics of our stories have changed," said Zuehlke, an award-winning writer and veteran content strategist who leads Pierpont's content practice. "We have to encourage our clients to move from just selling a product or service to telling their stories through the content they share."
Generating more content is not necessarily the answer to creating more engagement, she explained. Rather, marketers should look for ways to move beyond their bias to understand what audiences truly want and need from your organization. And then share your content through the channels where your audiences engage most often.
“The key to content development is consistency,” Zuehlke concluded. “You should look to create a study drumbeat of content through your channels, not just a splash.”