“Can’t we just plan as we go?”
“Why do we need a plan? I can give you some ideas right now.”
“Is a plan really going to help?”
No. Whatever. Yes. In that order.
I hear a lot of objections to doing content marketing planning the right way,
and these represent a few of the most common.
The fear of planning, or what I call planophobia, is fairly common. It’s
closely linked with commitmentphobia, or the fear of losing options.
For a moment, though, forget about why certain people or organizations are
scared of making concrete plans, and let’s focus on what’s likely to
happen in the absence of a content marketing plan.
Your editorial calendar will fall apart within 30 days
Sure, everyone is ALL fired up when you begin this content marketing
“thing.” Your marketing manager is going to write, your customer service
person is going to write … heck, even your controller has vol... (more)
I love strategic planning. That might make me one of the crazy ones, but when
done with the right people, strategic planning can be revealing, inspiring,
and dare I say it – fun.
In most companies, however, it’s not done often enough, thoroughly enough,
or with enough focus on particular issues or decisions. In those cases, the
process will fall flat, people will stop trusting the process, and the
outcomes will be difficult to measure.
We’re in the midst of different types of strategic marketing planning –
both formal and informal – for some of our clients and for Right Source
Twitter on Ulitzer
It’s been three weeks since I wrapped up teaching a course covering
Interactive Marketing at Georgetown’s School of Continuing Studies. The
topic for our last session was a doozy - social media, and in particular how
social media can be used to achieve business or career-related objectives.
I saved Twitter for the latter part of the lecture, thinking that its stature
as the hottest and yet most misunderstood social media property would
generate some lively discussion. I started with a very simple question:
Who here uses Twitter either personally or professiona... (more)
So you got yourself involved with a startup company. It may have happened
by circumstance or by choice. You're either a founder or one of the first
employees. You either envision your concept as a potential single to be
flipped in 3-4 years, or a grand slam that will allow you to socialize with
the likes of Brin, Bezos and Cuban.
Awesome. We all love a good startup story.
Unless you've got an inherently viral concept on your hands (and by the way,
keep in mind that there have only been about 5 inherently viral products
introduced over the past 5-7 years), you're going to nee... (more)
One of the biggest changes over the last few years on the web has been how
easy, affordable and powerful analytics packages are now compared to just a
few years ago. Regardless of whether you are using Google Analytics,
Omniture, Webtrends or one of a host of other analytics packages one thing is
universally clear – Analytics can not succeed with a “set it and forget
Here’s a situation I commonly run into. Usually, there is a tremendous
amount of excitement right out of the gates about monitoring the launch of a
new website, blog or campaign. Great! But, too often... (more)