A great article on how best to use content marketing such as blogs, thought leadership and newsletters to result in actual work for your firm. Variety in your approach and time efficiency both in authoring and consumption are key factors in ROI.
For content marketing to be effective, I believe you need both a nurture and a harvest strategy. When I first engage with a new client who is frustrated with their content marketing efforts, almost inevitably I find an imbalance. Here is what I mean. If an organization has success with one content marketing tactic, they tend to want to repeat that tactic — a lot. For instance, if a service firm has success with webinars, that may be all they want to do. If they get a couple of clients from white papers, they tend to want to produce dozens of white papers. But is this a good approach?