Marketing Mindset

A robust content marketing program positions your company as the expert and as the resource for those who need help solving a problem. However, this involves a certain level of risk. Like the blossoming of social media, the evolution of content marketing means listening to your audience and being ready to respond to them. It means taking a few risks and giving up a bit of control. This is not always a comfortable position, but in this day and age you have no other recourse but to be ready for it.

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Risk
You lose control by opening up the conversation to your customers, prospects, and stakeholders. By inviting comment and feedback, you no longer dominate the exchange. Customers are able to share bad bits about your company, whether or not they are true. You need a way to address this in a transparent and evenhanded manner.

Control
You gain control by creating materials on your own schedule, publishing them in exactly the format you want, sharing your content willingly, and responding to open conversations by being honest, even if it does not always show your best side.

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Risk
You lose control when your website is viewed by customers and prospects. Despite your efforts at design and content, you don’t know how your company is perceived from the outside.

Control
You gain control by being ready to take hits and responding with content that addresses the real or perceived weaknesses in your company and its products or services.

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Risk
You lose control when a video, podcast, or campaign goes viral and spreads beyond your known marketing boundaries.

Control
You gain control by learning from the experience, not shying away from the attention it generated, and not taking credit for a process that took on a life of its own.

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Risk
You lose control of your message and your marketing approach when you try to address the needs of each customer or prospect in every piece of content you produce.

Control
You gain control once you narrow down your focus on individual markets or customer types and are then able to address each of their specific needs and solutions.

-March 2011