Recently, a few of us were on a call with a marketing prospect. The prospect mentioned that they intended to conduct a competitive review to find out how their content stacked up against their competition. We were excited to hear this. Yet, as we delved deeper into what that review would include, we realized that the prospect was only going to have about half of the information they would need to execute against the broader business goals of repositioning the brand and driving leads into the sales organization.  

Content marketing is a marathon, not a sprint. Unless you have the right tools to help you stay focused on the long view, your content strategy is certain to veer off course. That’s where an editorial calendar comes in.

Recently, one of our editors bought a new piece of guitar equipment. Since he bought it used, he wanted to make sure he got a good price so he did some online research. Though the Amazon.com reviews were positive, it was the manual that reviewers couldn’t stop gushing about. Yes, the manual—the documents that are usually explained with basic, yet confusing, pictures or are written in something only vaguely resembling English.