Does your content engage customers, or simply broadcast at them one-way? According to Forbes columnist Christine Comaford, one of the most costly mistakes content marketers make is not getting their audience involved. Failing to have a conversation with customers is a surefire way to “wreck” return on investment, wrote Comaford.
When you think about companies with great advertising over the years, Coca-Cola is likely to come to mind. The behemoth brand sells 1.8 billion servings of the drink every day, is recognized the world over, and is available in the majority of countries across the globe.
Plans seem to be falling out of fashion in our modern-day life, considered stodgier and less adventurous than alternatives like “playing it by ear” and “winging it.” At this risk of sounding curmudgeonly (which, OK, we kind of are, but in a hip, everything-vintage-is-cool way), a little planning never hurt anyone.