THE ART & SCIENCE OF CONTENT
You may recognize the words of the Chinese philosopher, Lao Tzu, “a journey of a thousand miles must begin with a single step,” but what did the “old master” write in the next sentence?
Effective content strategy is based on answering a single question: what will compel the reader to take that first step and continue consuming the message, sentence after sentence, and then take the recommended action?
It’s the art and science of successful marketing content: empathy. Know your audience and their challenges as intimately as possible. Know exactly how your portfolio will make your audience happy. And, think outside of your industry’s box! As Sir Ken Robinson has so wisely pointed out, “If you are not prepared to be wrong, you will never come up with anything creative.”
LEO Quote for 2020: “Content without a solid sense of business purpose is just vanity.”
Come support Texas writers!