The need to produce content in marketing has grown so foundational that you can't really get through a day without hearing about it, reading about it and perhaps stressing out about it.
Marketers are beginning to think and act more like publishers and are producing, curating and repurposing content like never before. Really smart marketers are snapping up journalists as key members of their marketing teams.
But, if marketing content is to become the essential element that it must become in your business, you need to view its production from a strategic point of view.
You may indeed need more content, but you certainly need content that addresses every one of your base business objectives and you need to view the editorial calendar of sorts in this strategic light.
I've seen and heard this scenario countless times. Two perfectly suited strategic partners determine they should start doing some things together in an effort to create referral opportunities for each other.
They shake hands and agree that it's a fabulous idea, but then nothing happens. Mostly nothing happens because there's no catalyst to get the ball rolling in a way that makes sense.
I mean, sure, they could both send out a mass mailing to their clients professing...