Marketing is more than just reaching people. The “reaching” part is easier than it’s ever been and largely free now. Awareness about you or your brand is important, but you are throwing money away if you stop at the awareness phase.

Marketing should not be a one-time spend to get a one-time result. If you think of it as an investment instead, today’s “spend” can continue to pay off years from now.

Marketing is an investment in two things:

Content: Every piece of content you create should be a reusable business asset. In order to make it efficient for you, you've got to go in with a plan built around clear goals. If you can see the outcomes, it makes it worth it to invest the time.

Customers: The investment in customers is the best thing you can do for your business. But it’s not just about reaching customers so that they pay you. It’s about reaching them and connecting with them so that they create more customers for you.

That’s content strategy thinking long term, going in with a plan, and working towards converting your customers into advocates.

Listen to the episode here or subscribe in iTunes.

In the episode, I mentioned my recent series:

Repurposing content is one of the single biggest things you can do to impact your business. If you can do some planning up front, you can think a few steps ahead and save yourself valuable time while building a set of content as a business asset. The episode in the series called, “Repurposing Content to Create an Online Course” has been my most downloaded episode this year so far!

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Published July 24, 2017 by Michael Boezi.

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