Convince & Convert asked 43 content marketing experts to comment on “future-proofing your content strategy.” My responses are highlighted below.
I also offered this advice:
What value are you bringing to the table, as a content provider? Are you deploying content because you read somewhere that you need to do that to stay current? Stop and ask how you can help educate and entertain your customers around the topics near and dear to them. Under Armour’s MyFitnessPal smartphone app is just one good example of branded utility that never wears out or becomes obsolete.
Marketers tend to be mono-focused on selling to their prospects and current customers. My suggestion is to lighten up on the sell and ramp up on the service mindset. How a brand helps its customers achieve their goals and dreams is often just as important as what the company sells.