All the Ways You Can Find Your Customer Pain Points

All the Ways You Can Find Your Customer Pain Points via KLWightman.com
Standard

Think about the company that has earned your undying loyalty. What is it about this business that resonates with you so strongly?

Do they provide a stellar product or service? Do they make it easy for you to purchase? Do they share your personal values? Is your experience with the company always positive and engaging? Do they express that they care about how you feel? Do they listen to what you have to say?

In short, you are loyal to this business because this business understands you.

Continue reading

5 Business Branding Mistakes & How to Recover

5 Business Branding Mistakes & How to Recover via KLWightman.com
Standard

Start-ups and small businesses are just as prone to sabotaging their brand as are the biggest global corporations. Some branding fails are PR nightmares while others dissolve a company quickly and quietly.

Businesses are so eager to jump to the execution of their brand that they skip over a step or two to get there. And sadly, these costly mistakes can kill a brand—and even its company—completely.

But you can’t build a brand by dwelling on the mistakes. Let’s recognize the mistakes for what they are and then focus on how to turn things around so that your brand succeeds.

Continue reading

7 Ways to Get Your Productivity Back After a Holiday or Vacation

7 Ways to Get Your Productivity Back After a Holiday or Vacation via KLWightman.com
Standard

The dreaded day of going back to work after a holiday is here. Just thinking about all that you have to get done this upcoming week urges you to pull the covers up further over your eyes.

This day isn’t going anywhere, so you might as well face it by being in control of your own destiny!

While your mind may still be at the beach or the family barbeque, today is about being back at work. And if you don’t have time to get behind, I suggest you try out these productivity tips after a holiday or vacation.

Continue reading

A Workaholic’s Guide to Stop Working So Damn Much

A Workaholic's Guide to Stop Working So Damn Much via KLWightman.com
Standard

I wrote this blog post for me.

I’ve always been against the corporate grind in my youth. I couldn’t think of a worse torture than sitting behind the high walls of a cube.

Now that’s where I sit ten hours a day during what we call the workweek.

Continue reading

5 Reasons Why Your Company Blog is Failing

5 Reasons Why Your Company Blog is Failing via KLWightman.com
Standard

Does your business blog not convert readers into customers? Then it’s not contributing to your content marketing strategy—or to the success of your business.

Let’s change that. Here are five ways to get your company blog back on track.


Continue reading

The First Step to Every Content Strategy

The First Step to Every Content Strategy via KLWightman.com
Standard

Subscribe to KLWightman.com Blog Upper Button

My writing game needed a serious makeover. As my readers know, over the years I’ve written a full-length play—thanks to my version of NaNoWriMo!—so hard part’s been done.

Or so I thought.

There’s more work that goes into the hustle of getting that piece out there than the actual creation of it.

Just ask any writer. In content marketing, the team pulls together the strategy to publish and promote the writing. In publishing, the writer must figure out how to get their writing published and decide who to contact to make that dream happen.

And let’s not forget all the networking and contract signing that happens in between.

For my play, that means finding the right theatre to produce my work—and knowing when to reach out.

(Content strategists: Keep reading. You’ll soon see how this matters to you.)

I’ve had a submission strategy in place for some time. But now I was able to unleash the second phase of it. It wasn’t that I was hesitant or that I needed more information. It was because now was the right time.

I’ve done my research on the venues best suited for my play’s audience. And now that these theatres are starting to plan their next season, I’ve decided to jump on the opportunity by making my own introduction.

Gutsy? I think so.

I’ve actually wanted to get this going for some time. But if I reached out too soon, I would’ve received these kinds of emails:

  • An email saying that they’ll keep me in mind when they do play their next season, then letting my email disappear in the chaos of their inbox
  • An email asking for me to reach out later in the year without a specific timeframe
  • No email at all

I had to commit to my plan of waiting for the right time to reach out in order to increase my odds of starting an optimistic conversation with a theatre committee.

Because the first step to any content strategy is committing to the strategy you created.

That sounds like an easy step. I’m sitting down at my desk writing or typing up what I plan to do to get this piece of writing out. Isn’t that enough commitment to the project?

Not quite. Sometimes we like the ideas that we brainstorm more than the actual grunt-work that makes those ideas happen. So ideas that could expose your writing to thousands of readers stays locked away as words on a piece of paper.

I’m also not saying to stick to steps on the plan that simply won’t work anymore. If you’ve done some research after your plan that makes it clear that one of your strategies isn’t a valuable option, then the obvious decision is to cut it.

What I am saying is to commit to carrying out this plan. Don’t make the strategy to hang on your fridge. Don’t make a strategy to show your peers that you have intentions. Commit that you will start the plan from start to finish, even if that plan needs revising.

And plan for that plan to start immediately—even today.

What is the first step to your content strategy? Share your thoughts below.