‘Stop Trying to Innovate With Your Content’ – CMI
Marcia Riefer Johnston says, ““Innovate! Disrupt! Your company’s future depends on it!” To me, this ubiquitous advice has always sounded as doable as, “Leap that tall building in a single bound!”
What a relief, then, to hear someone widely recognized as one of the most important voices in content strategy say, “Stop trying to innovate.” Kristina Halvorson wove that message into her talk at Content Marketing World. Instead of aiming for innovation, here’s what Kristina advises marketers to do:
Improve on what you’re already doing with your content. Then improve on it again. That’s where your competitive advantage lies. That’s where your success lies.
Listen. Improve. Repeat.
Now there’s something a mortal marketer can do.
How do you decide which content-related improvements to make? And how do you track your progress as you make one improvement after another? The rest of this article explores those two questions”.
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