By Emily Gaudette
June 12th, 2018
Explaining the particulars of your business to someone who doesn’t work there is tricky. But it’s a necessary step if you want to develop effective content.
However, marketers don’t always take this step when working with freelancers. Maybe they don’t want to reveal proprietary data or think goals should stay private. Maybe they aren’t sure how to define their return on investment. Or perhaps, most likely, there are so many other things going on that they don’t even think to do it.
Whatever the reason, withholding information from your freelance talent can backfire in numerous ways. For starters, writers who don’t fundamentally understand their client’s mission won’t pitch as well. If they’re not aware of the criteria you’ll use to judge their work, then they won’t be able to edit themselves or anticipate feedback—both crucial freelance skills. And they’ll react disproportionally to small editorial changes because no one has ever bothered to show them the big picture.
Marketers and brand editors need to meet their contributors halfway, disclosing some basic information about voice, audience, distribution channels, and goals. Because everyone who creates content deserves to know its commercial purpose.
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By Jodi Harris
April 23, 2018
No matter how creative, memorable, or popular your content pieces may become, every asset you create and share will ultimately be judged by the impact it makes on your business’ bottom line.
While it can be tempting to think about measurement only after all other tasks are complete, you should recognize by now how critical it is to have the right data on hand to inform every phase of your content marketing approach. That is why it’s a good idea to establish sound measurement practices from the start of every program, enabling you to track, analyze, and optimize your content’s performance on a continual basis.
But, of course, just because something is a “best practice” doesn’t mean it’s easy (or possible) to achieve in a real-world setting. Fear not. Even if you’ve been creating and distributing content for a while, it’s never too late to implement the measurement techniques to identify what’s working, discover areas where improvements can be made, and determine where to scale back to concentrate on more impactful efforts.
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