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PP$2.92/min per minuteNew ArrivalContent StrategyPatti Podnar • Memphis, TNCreated 7 years ago in Sales & Marketing / Inbound MarketingMany startups get off on the wrong foot by writing content that's over their customers' heads (among other mistakes). I help SMBs, solopreneurs, and other businesses decide what kind of content is right for their customers, what type of writer they need, which best practices they should follow, and which they can safely ignore or adapt.Patti Podnar Memphis, TNNew Arrival
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PP$2.92/min per minuteNew ArrivalContent Marketing CoachingPatti Podnar • Memphis, TNCreated 7 years ago in Sales & Marketing / OtherTired of staring at a list of best practices and wondering where to start? I help SMBs, solopreneurs, and startups decide what's important and what isn't. I also advise them on how to avoid some of the most common content marketing mistakes. I offer both one-time consultations as well as ad hoc sessions, such as when you just need a quick answer to a pressing question.Patti Podnar Memphis, TNNew Arrival
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PP$2.92/min per minuteNew ArrivalDevil's Advocate and Hole-PokerPatti Podnar • Memphis, TNCreated 6 years ago in Business / Getting StartedAre there too many "yes" men and women in your life? Every team needs a devil's advocate, and, much to my husband's dismay, I'm a natural. I look at your idea, product, etc., from a business background and suggest things that you should consider before moving forward.Patti Podnar Memphis, TNNew Arrival
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PP$2.92/min per minuteNew ArrivalTargeting Your Content to the Right AudiencePatti Podnar • Memphis, TNCreated 6 years ago in Sales & Marketing / OtherAre you talking to the wrong audience? Many businesses make that mistake. Either they talk over their audience's heads because they've forgotten what they didn't know before they were experts, or they talk to people who do what they do rather than people who buy what they do. I can help you correct that mistake.Patti Podnar Memphis, TNNew Arrival
- Answers 3
There are so many answers to that question, but the critical thing is that you have to be tuned in to your organization's strategic goals. You have to know what the organization wants to accomplish -- and why --- before you can offer guidance on the best way to get there and how to measure your success.
As an example...your marketing initiatives would be different if your organization's main goal is to increase your share in an existing market vs. expand your offerings in an existing market vs. enter a brand new market.
At the risk of seeming overly promotional, I think you might find some of your answers in my content marketing blog. My focus is on cutting through "best practice" hype and focusing on what actually matters to the business. It's www.patttipodnar.com/blog/, and feel free to contact me with questions.
Sure, there are all kinds of agencies you can hire. But outsourcing won't help if you're unsure what you're looking for. You say that your biggest difficulty has been to tap into the customer desire. Is that because you're unsure what the customer desires are, or because you don't know what kind of campaign would engage people with those desires? The first would require a market research specialist; the second would require a messaging specialist. While some agencies do both, they're not the same thing.
No matter who does it, the most important thing (well, depending on the product) is to focus your messaging on benefits, not features. Let's say you sell a service that helps businesses identify all laws/regulations that pertain to their business, determines whether they're compliant, and, if they're not, guides them through what they need to do to get there.
Those are the features. The benefit is that the business owner can sleep at night instead of worrying about losing the business due to a regulatory violation. So, in that case, your messaging might focus on sharing fun, relaxing times with friends and family instead of lying in bed, wide awake, and staring at the ceiling.
Full disclosure: I am a "ghostwriter" / editor / consultant. But I'm answering this as an avid reader who's always thrilled to find a new book/author in my favorite genres of apocalyptic fiction and international thrillers.
Here's what I've discovered via Kindle Publishing: There are a ton of people out there with incredible stories that get buried under horrible writing. I've set aside books that promised to be really interesting because the writing was so bad I couldn't make it through the first chapter. From continually switching tenses to failing to keep track of which character is which, there are some best-sellers out there dying a slow death because the writing stinks.
Why do I not just write books myself if it's so easy? Because I don't have the ideas. And I very much respect those who do. So if you have a great idea, don't let bad writing hold you back. Hire somebody to jump in and make sure what you have to say is clear, easy, and enjoyable to read.
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