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@Gabriele -- in my early corporate years I wondered often why utilize and listen to "best practices" and "benchmarks" at the exclusion of testing new approaches. Then I wondered why spend more on pushing the message out than crafting a message worth hearing/reading.

@Mark -- hope to see you at Confab then. There have been many changes in the last couple of years and organizations should take a hard look at where new opportunities reside, then support them with new structures. In some cases, it may not be about convincing someone, even a high ranking someone, that something is worth pursuing. Instead, bring in or identify who is ready to make that happen. "what have you done for me lately" should be asked beyond the proverbial sales group.

@Kenny -- it's what I call the chicken and egg conundrum. Strategy is motivation, not an excuse to forget paying attention to what is happening. For example, if you have a piece of content that generates a lot of interest and can expand on the topic, or invite other perspectives from the readership, go deep, etc.?

@Rich -- now I am sorry I missed your longer comment as I'm quite certain there was goodness in it. Demand and supply is a very valid concept. I have asked myself that question: should I post less often and deeper material? On one hand I feel demand for what I offer would go up that way. On the other, I would miss the insights from conversations with readers. So my way of meeting myself in the middle on this is to vary the content and include conversational interviews with people who are doing interesting work, books reviews, and soon more tool reviews. To me tucked into quality is also how something makes you feel.

@Gina -- a reality check is good practice. And sometimes results are surprising, as in unexpected.

Spot on! It's great to be aware of the content strategies and best practices that others are finding success with, then adapt for our own needs and situation.

When I developed my content strategy, and the following editorial calendar, I added a step in the process (that's critical for me), which is a reality check. I want to set myself up for success since I tend to forget that I'm not really Superwoman.

Valeria,

Well reasoned, throughout. And thank you for including me.

I left a longer comment yesterday, but it seems I forgot to type in the human code. Suffice to say that content is absolutely a business asset and its value is determined by what we put into it and how often we share it. Sending out low quality high frequency content devalues it because topic supply outpaces the demand.

There are some exceptions, naturally. But quality is what people remember, and what people remember partly defines how they see us.

All my best,
Rich

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