Jill Perlberg

I've being doing quite a bit of research lately on content strategy and what content types, channels, and resources are the most effective for companies to reach their target audience.  As you read the research and my summary, I'd be interested to hear if you come to the same conclusion, sounds like common sense, right? But, as we see in so many situations, common sense takes a back seat to politics, resource constraints, and fear of new technologies.  Detailed below are what I see as the most common mistakes companies are making and the key characteristics of successful firms. Mistakes: No Content Marketing Strategy.   According to a Pennypacker survey , only 46% of firms responding had a content marketing strategy. I find this extraordinary.  Producing content is not cheap.  It's like selling a house without doing any staging.  You might get a buyer, but are you getting the maximum result for your efforts? Content marketing is not an integrated cross...

Over the last two years, I have been the co-moderator of #careerchat on Twitter.  We originally started the chat to help professional manage their career better.  Like any involvement in an online community, you can go in with one idea but you have to be open to the community driving what they are really looking for.  Over time, the community of users participating evolved more to industry experts and other career coaches. Is this a failure or just the community driving their needs? By reaching career coaches, university career services departments, and other career services companies, aren't we ultimately reaching our target population.  It's very hard to quantify brand growth through the use of social media tools, but the latest numbers from TweetReach.com provide a compelling argument that the exposure may be worth the investment of one hour over lunch. Reached 29,052 people via 50 tweets  Exposure: 57,442 Impressions