Author: Don Stanley

Don Stanley is owner of 3Rhino Media, a boutique digital marketing agency dedicated to helping companies share their expertise and connect with the right clients online. He’s personally worked with a wide range of organizations including Fortunate 500 companies, Silicon Valley start-ups and nationally known nonprofits. He’s an education-based marketer, workshop leader and keynote speaker who specialized in helping businesses build strong, authentic and profitable relationships online. Don’s also an award-winning instructor at the University of Wisconsin-Madison, where he teaches digital marketing courses. Follow Don on Twitter.

By don-stanley published January 10, 2014

Why You Should Discuss Content Marketing Strategy Before Tactics

Failure to plan is planning to fail —John Wooden, legendary basketball coach

businessman writing strategyI often get asked the following question: “What’s the primary reason businesses fail at content marketing?

Those who ask seem to want, or expect, a complex answer; but the fact of the matter is the answer is really quite simple: Most organizations fail because they jump right into content marketing without first creating an overall content marketing strategy. They know they need to produce content, so they just start producing it. Not much effort is given to why they’re doing it or whom they’re targeting. Sadly, what often happens is these organizations try content marketing for 3 to 6 months and then, when they don’t achieve immediate and monumental success, they declare that it doesn’t work. Unfortunately, without developing a strategic plan, these organizations are destined to fail before they even get started.Continue Reading