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Successful content strategies that stand the test of time have been built from the outside of an organization looking in. In other words, the prime motivation was to help and assist the needs of their audience

In 1889, Andre and Edouard Michelin founded a tyre company, Michelin, which has now become a globally recognized brand. It accelerated the automobile industry in a time when there were fewer than 3,000 cards where it was established, in France.

For the company to grow, it had to win the hearts and minds of this very small target market of motorists and find similar audiences keen to aspire to own their own automobile. It also had to offer some creativity and inspiration as to what owning an automobile would allow you to do.

The guide grew in influence with the restaurant guide, which began to establish its own awareness through the introduction of ranking the establishments based on stars, transforming the Michelin Guide into a global bestseller.

And the purpose of the Michelin Guide? To provide a reason for automobile owners to get in their cars and plan excursions, but, more importantly, to drive up the sales of car tyres.

It’s a great example of the Michelin brand finding an angle in an uncontested marketplace to not only reach new audiences but tap into and develop a story that connected back to the very reason the organization was in business – to generate sales of tyres.

Many brands can learn from this approach, especially when it comes to the opportunities offered by content marketing and using this approach. Perhaps you work in an organization that’s operating in a heavily competitive marketplace and there is an opportunity to create new uncontested markets for your business to manoeuvre into through a content marketing strategy.

Is a content marketing approach the right fit?

First, it’s important to understand whether a content approach is right for your organization. In other words, is adopting this approach going to help and support you in meeting your organizational goals?

The successful content strategies that stand the test of time have been built from the outside of an organization looking in. In other words, the prime motivation was to help and assist the needs of their audience, putting the customer’s needs at the heart of a company-wide strategy.

In the case of Michelin, this meant creating a need or desire that, in turn, supported the business’ goal of selling more tyres.  This led to the Michelin guide becoming a USP that involved the entire organization and helped position the brand through content.

A content approach operating in a silo

A recent survey of UK content marketers by the CMI suggested that 86% of respondents agreed that their organization uses content marketing. However, 57% agreed that the team in place to support this approach is structured as a small or one person team to serve their respective organization.

This suggests that content is being treated as a siloed operation within the majority of UK businesses, especially when we take into account the fact that only 30% of respondents agreed their company was committed to content marketing and 38% of organizations had a documented content marketing strategy.

It is recommended that you step back from the tactical elements of content and understand if there is a need, through content, that is going to help you meet your business objectives and how these are going to be measured.

Educating you organization

There appears to be a need for better education and training within companies to improve understanding of the opportunities a content approach can create. This will also show that there is an underlying need for a robust foundation to be put in place before you even consider introducing the tactical elements of content marketing and the metrics measured to assess its impact.

Santander recently launched their very own digital academy to help provide learning modules to their employees with the objective of upskilling and education. It also supports progression in employees looking to create digital careers.

Building a robust training program doesn’t just support the development of the individual through marketing qualifications, it also helps upskill and educate the company they work for. It does this by helping to augment organizational culture by instilling the right skills, attitude and willingness to engage in improving marketing activities.

Building a strong foundation

Taking the approach of a tailored training program that fits the needs of your organization to help upskill your workforce, we can use the example of content strategy.

Training and education can help explain that content is more than just a tactic or a siloed team running a campaign with a start and end date. A content approach is, in fact, a discipline that enables you to connect your wider business and potentially create and redefine new markets and opportunities, as the Michelin example proves.

Here are some suggestions to consider before jumping into a content strategy:

Understanding your business goals

So, the groundwork should be completed to understand if there is an opportunity for content. The next step is to ensure you have organizational buy-in and your company has clarity as to the strategy and reasons behind a content strategy.

As this point, it’s essential to have a sponsor or supporter within your board of directors for this approach. Below is a proposed framework you could consider using that aligns the content strategy to your business goals.

Are you starting your content approach with your customer?

Otherwise known as market orientation, where your business understands the needs of its customers and the market it operates. It is also the foundation of any marketing strategy – introducing your customer to the organization.

Assessing and building a profile of your audience (their needs, wants, requirements and channels used) means you can then understand if a content strategy could be the right approach. There are plenty of channels you can start with in order to build out a plan in better understanding your audience:

Customer Service: Operating as the gateway to the organization, customer service should provide you with a rich source of insights. What are the common questions, concerns and challenges that seem to be on the agenda?

Speak to your audience: The best insights will come from speaking to your audience directly. Consider segmenting your customer base into current customers, loyal customers and customers who no longer buy or engage from you.  Map out commonalities or specific differences from the types of customer segments.

Have you segmented your audience?

From listening and understanding who your audience is and the market you operate in, can you begin to define segments of your audience where there is a need for a content approach to service their need or requirement? What seem to be the burning issues and questions posed that you could create a service for?

Assess your branded platforms e.g. online/offline and understand the types of audiences that use these channels. This could be through demographic information or the psychographics (e.g. their attitudes). Doing so means you are better able to assess the market your organization operates in and where there may be an opportunity to position your company.

How are you going to position your brand?

Assuming there is an opportunity through content, how could this be realized by your organization and how could your company fill this gap? The grounding you have completed through customer research and understanding your audience should provide you with plenty of insights and opportunities to begin to create content.

From here, there are a number of tools that can be used to accelerate the audience insights and help to identify content themes such as the following.


Go to Search Console and assess how users are finding your site through non-branded search terms. Is there an opportunity here to build out more content themes on certain content areas not associated with your brand name?

For example, on my personal site, I have a diary of my Lands End to John O Groats (LEJOG) cycle. If I wanted to expand content ideas around “LEJOG”, I can filter search queries by LEJOG as below.

From here this could provide me with a host of content ideas to expand on should LEJOG be a key content focus for my site. The same logic could also be applied to your business based on the sector you operate and if you’re looking to create specialized content.

Gaps in content v competition

Sites such as SEMrush provide you with an opportunity to compare your site with a competitor and identify any gaps you have versus them, providing you with content creation opportunities.

By simply adding your site and adding in a competitor site, SEMrush will provide a list of keywords where one ranks or fails to rank. From here there is an opportunity to identify content opportunities.

Social Engagement – Providing insights into the content that resonates

Although a strategy should not be defined by social vanity metrics, these insights can provide indicators as to what content resonates both in what your organization produces and your competitors.

A tool to help accelerate your understanding of the social media landscape is URLProfiler.

URLProfiler provides the ability to combine link metrics and social data, such as social share counts per URL and social account URLs. The tool provides a way to audit social data from different datasets such as the number of tweets featuring a URL.

Case study

River Pools used libraries of customer research and questions asked to brainstorm the major challenges and requests from customers visiting River Pools showrooms or engaging with the brand via social media and the phone. Armed with this long list of intelligence, they set about turning this into content via a company blog that answered the most common questions people had about swimming pools.

Measure and monitor

From here then you can ensure the right metrics are in place to measure the effectiveness.


Take a step back and ask yourself if the role of content has a part to play in supporting your business objectives. For Michelin, adding a narrative that connected the sales of automobile tyres to something that would interest its target audience helped the company to create inspiring content. This also enabled the company to create an opportunity within its niche, as well as content that has stood the test of time and is a good talking point for its audience.

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How Does Data Science Unleash The Value Of Your Legal Information?

Data science gives people the ability to make knowledgeable, data-driven business decisions

Corporate legal management solutions enable legal departments to gather a tonne of information about their legal operations. The systems that the legal department uses to conduct business are used to record information regarding transactions, open matters, matter history, the functioning of outside counsel, and many other aspects of the department’s operations. Even while this data can offer crucial insights that aid the department in operating more productively, affordably, and efficiently, those data insights must first be accessed. The secret to unlocking the full potential of the gathered data is data science.

Why is data science important?

In the subject of business known as data science, knowledge and insights are derived from noisy data using scientific methods, procedures, algorithms, and systems. With the use of data science, it is possible to extract useful knowledge and understanding from data points. Despite its apparent technicality, it actually gives people the ability to make knowledgeable, data-driven business decisions.

Modern machine learning and artificial intelligence (AI) technologies are sophisticated enough to handle vast amounts of data and produce insightful results. Some of the solutions used by corporate legal departments and insurance claims divisions to help their strategic decision-making incorporate these technologies.

By utilising data science, legal and claims divisions can greatly enhance internal procedures and workflows and standardise the data they collect to ensure that their choices are based on facts rather than gut feelings.

How to Find the Expertise?

In order to use data science to maximise the value of the information that you collect, the appropriate knowledge and experience are essential. The majority of firms, however, do not have a group of data scientists on hand to establish a centre of excellence in data science to create AI algorithms and address challenging issues. Therefore, it is essential for the majority of businesses to collaborate with a supplier who can supply the required expertise and technology.

To successfully transform your data into actionable decisions and beneficial business consequences, a data science provider should have the following three types of expertise on its team:

Experts in process design consult with you and your team to identify any areas of your work that are particularly challenging or don’t function as intended. They also come up with solutions to these problems. These professionals are very empathic and perceptive when it comes to the conditions necessary to streamline and lessen the complexity of operations. They are also experts in customer service and user interfaces.

To create the specifications for the AI model, domain experts collaborate closely with process design specialists. They combine client feedback with their understanding of industry best practises doing this. Additionally, data is properly labelled by domain experts to aid in the creation of a unique AI model.

Based on the requirements of the client, data scientists translate data sets and build an appropriate AI model with the necessary features. Data scientists must fully comprehend the client’s requirements in order to avoid starting with a predetermined, one-size-fits-all AI solution. Data scientists have knowledge in UI/UX design and are strategic design gurus.

Why Your Customers Aren’t Connecting With Your Content

Simply plastering your website with articles, product descriptions and other content pieces isn’t enough to guarantee good results. So if you’re seeing lower engagement rates than expected, it could be any of the following factors at play:

Reason #1 – Your content is dry

The web is an inherently informal medium. Effective websites know this and – as a result – they’re able to capitalize on the casual, conversational style that attracts and retains readers.

Think, for a second, about the kinds of websites you prefer to read. Chances are you have a list of preferred blogs that you visit day after day – and the odds are good that you feel a sense of kinship with these sites because the voice used by the site’s author resonates with you personally. Yes, it’s probably also true that the site provides good information on a topic you’re interested in, but there are plenty of sites out there that share the same type of content. It’s the author’s unique voice that makes a difference.

If you aren’t confident in your website’s voice, there’s a good chance that your customers aren’t connecting with it either. To remedy this situation, ask a trusted friend or family member to give you honest feedback on your site’s content. If they uncover any dry sections (or find your entire site bland), either outsource your content to a stronger writer or take the time to find your own writing voice.

Reason #2 – Your content doesn’t offer anything new

If you’ve decided to undertake a content marketing campaign, your first question was likely, “What types of content should I start with?”

Well, the answer to that question is, “Whatever you have of value to offer your audience!”

Too many website owners start the content creation process by copying what other sites have published and been successful with. Because of this, the content they pump out isn’t inherently useful – it’s simply rehashing information that’s already been covered online. Your customers know this, and they’ll quickly learn to bypass your site in favor of others that offer more innovative content.

The simple solution here is to adapt popular content marketing post formats with your own experiences. Don’t just write a “Top 10” list post because that’s what everyone else is doing – flesh out your chosen list topic by offering plenty of your own insight and examples. By doing this, your posts will capture your audience members’ initial attention and then retain their interest by offering content that’s uniquely yours.

Reason #3 – Your content is poorly formatted

I don’t care how great your content is – if it’s published in one giant block of text without any headlines, sub-headers or white space, nobody’s going to read it!

When it comes to publishing great content that your readers connect with, consider the following “best practice” guidelines:

Keep paragraphs to a maximum of 3-5 sentences. This prevents your content from looking overwhelming and scaring off readers who would otherwise enjoy your articles.

Use pictures to provide visual relief. Web readers tend to gravitate towards images, making pictures a useful tool when it comes to breaking up text and maintaining reader attention.

If, after applying these rules, your visitors still aren’t connecting with your content on a level that you’d like, give your individual content pages a quick “5 seconds” test to uncover any other formatting issues that might be preventing reader engagement. To do this, open your page, look at it for five seconds and then ask yourself, “Would I want to read more on that page?” If the answer is no, try to identify the specific visual variables that turned you off and then correct them!

Reason #4 – Your content doesn’t solve problems

That said, when most readers stop by your website’s content articles, they aren’t interested in learning – they’re interested in solving a problem. We don’t read articles about different weight loss techniques because we’re curious about the health sciences. We read them because our pants don’t fit anymore, and we need to solve this problem ASAP!

For this reason, if your content isn’t written with the intent of solving your customers’ problems, it’s likely that your readers will find your articles somewhat less than engaging. The easiest way to fix this is to determine what problems your customers are facing and then write articles that offer specific solutions to these issues. You can do this through the use of customer surveys, social media polls or a number of other techniques – the important thing is just that you tune into the issues your readers are facing and give them the solutions they’re seeking.

Reason #5 – Your content can’t be accessed

Of course, it might not be the content of your web articles that’s preventing your customers from engaging with them. It could be that they can’t get to your articles in the first place!

Accessibility issues are far more common than most webmasters are aware of, especially given the increasingly huge numbers of browsers we’re using to access the web. It isn’t enough to make sure your website displays correctly in Internet Explorer and Firefox anymore. Instead, you’ve got to account for the huge range of other desktop browsers in use (including everything from Chrome to Safari and more), as well as the number of digital devices your customers may be using to read your content.

The easiest way to eliminate accessibility issues is to run your website through a cross-browser compatibility testing tool like Browser Shots, which provides a mockup of how your site looks in different environments. However, because tools like these don’t cover every browser in use today, it’s also important to consult your analytics records.

As you’re diagnosing your site’s content engagement issues, keep in mind that it might not just be one of the issues listed above that’s affecting your readers’ ability to connect with your articles. Content marketing is a process that comes with a significant learning curve, but by continually monitoring for these problems and improving your skills in this area, you’ll dramatically improve your content engagement rates and overall website results.

How To Find The Ip Address Of Your Wifi Printer On Windows And Mac

Every WiFi printer will have an IP address assigned to it that will allow the printer to connect to your home or office network successfully. If you’re having issues printing to your WiFi printer, knowing the IP address can be helpful when you start troubleshooting. It’s also useful to know the IP address if you need to install the printer on a different computer. 

There are a few ways you can go about finding the IP address of your WiFi printer on your computer. If the printer has a display, you can usually get the IP address by printing a configuration page via the printer’s control panel. 

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If your printer doesn’t have a display, you’ll need to connect it to your Windows PC or Mac to find the IP address. Below are the steps you’ll need to take to find your printer’s IP address on Windows and macOS. 

How to Find a Printer IP Address on a Windows PC

On a Windows PC, you can find your IP address via the Windows Control Panel, Command Prompt or via Windows Settings.

Find a Printer IP Address on Windows Using the Control Panel

The Control Panel is a collection of tiny programs or applets that allow you to view and configure various Windows system settings. You can use the Control Panel to find your printer’s IP address in a few quick steps. 

Open Control Panel. 

Select Web Services.

Check for your printer’s IP address below the Troubleshooting Information panel. 

Find a Printer IP Address Using Command Prompt

If you can’t find your printer’s IP address via the Control Panel, you can use the Command Prompt instead. 

Type CMD in the search box, press Enter and select the Command Prompt option from the search results. 

Type ipconfig and press Enter.

Find the IPv4 address.

Type ping followed by a space and the IPv4 address and press Enter. 

Next, type arp -a and press Enter. This will load the dynamic and static connections that use the IPv4 address.

Copy the dynamic IP address you got from the arp command. Open your web browser, paste the IP address and press Enter. If you see a printer setup page with the manufacturer’s logo and other printer information like ink levels or printer status, it means the address you pasted is your printer’s IP address. 

Alternatively, you can enter netstat -r in the command line and press Enter. 

You’ll see all the network devices connected to your PC and your printer’s IP address.

Note: You can also find your printer’s IP address by checking for the 12-digit number that appears next to the printer’s physical or MAC address. 

Find a Printer IP Address Via Windows Settings

You can also find your printer’s IP address via the Windows Settings app.

Next, select Devices.

Select Printers and Scanners on the left pane.

Select Printer Properties.

Check for your printer’s IP address next to the Location field.

How to Find a Printer IP Address on a Mac

You can find your printer’s IP address on a Mac via System Preferences, via connected devices on your router or online using the Common Unix Printing System (CUPS). 

Find a Printer IP Address on Mac Via System Preferences

System Preferences on a Mac is where you personalize your Mac’s settings. You can use it to find your printer’s IP address using the steps below.

Next, select Printers and Scanners. 

Select your printer from the left pane. 

Check for the printer’s IP address next to Location.

Find a Printer IP Address on Mac Via Connected Devices on Your Router

You can also find your printer’s IP address on a Mac via TCP/IP settings in the System Preferences menu. 

Next, select Advanced.

Select the TCP/IP tab. 

Copy the default gateway next to Router, open your web browser and paste it into the address bar. 

Log in to the router with your admin ID and password, and then select Connected Devices.

Note: The information listed will be different depending on the router you’re using. However, you can check for words like connected device list, network map, network topology or similar terms. 

Select your printer in the host name field and then check for your printer’s IP address in the IPv4 address section.

Find a Printer IP Address on Mac Using CUPS

CUPS is an open-source, modular printing system for UNIX-like operating systems that allow your computer to act like a print server. You can use CUPS to find your Mac’s IP address as follows.

Next, select Terminal. 

Enter this command in Terminal: cupsctl WebInterface=yes and press Enter. This will enable the CUPS web interface.

Next, open your web browser, type localhost:631/printers in the address bar and press Enter.

Look for your printer’s IP address in the Location column. 

Find a Printer’s IP Address Using Your Printer’s Built-in Menu

Your printer’s built-in menu is another method you can use to quickly find your printer’s IP address. 

Note: For most printers, the steps below should help you find the IP address, but you can refer to your printer’s manual for exact instructions.

Press the printer’s Home button to display the printer menu.

Select either Wireless Settings, Preferences or Options and then check for your printer’s IP address at the top of the box that appears.

Note: If you don’t see the IP address, select View wireless details and check for the IP address there. Some printers may use headings like WiFi Status, Network Status or TCP/IP.

How to Find a Printer’s IP Address Via the Network Configuration Page

If you’ve tried the above steps and still can’t find your printer’s IP address, you can go to the printer’s Settings or Setup page and print it from the network configuration page.

Note: The steps will vary depending on the make and model of your printer. For this guide, we used an HP Deskjet 2600 series printer. 

Press the Wireless and Information buttons simultaneously.

The wireless network test report and network configuration page will be printed out. You can check for your printer’s IP address from the network configuration page. 

Find Your Printer’s IP Address Easily

Now that you know how to find your printer’s IP address, you can set up your printer to your network or fix any connection issues you may be experiencing. 

How To Find The Ip Address On Your Windows Pc

An IP address, or Internet Protocol address, is a series of numbers that acts as an identification for your computer network as well as the device you are using. This IP address allows you to receive information via the internet. Your IP address also can reveal your physical location or may be connected to your ISP’s (Internet Service Provider’s) location. If you’re using a VPN, your IP address changes according to the server your PC is connected to, which changes the associated location.

If you want to be able to see what your IP address is on your Windows PC, you can find it on your desktop. In this article, we’ll show you how to find your IP address on Windows 10.

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How to Find Your IP Address

There are several ways to find your IP address depending on how you access the internet.

If you’re using a Wi-Fi connection, follow these steps:

Go to the


menu, and then



Scroll down to


and look next to

IPv4 address

. Here you’ll see your IP address.

You can also find your IPv6 address here if you’d like to know that. However, your IPv4 address is commonly known as your IP address.

If you’re using an ethernet connection for the internet, here’s how you can find your IP address:

Go to


, and then



Scroll to


and look next to

IPv4 address

to find your IP address.

If you aren’t connected to the internet through Ethernet, the Properties section will not appear. So make sure you are connected before you go to check your IP address.

Another Way to Quickly Check Your IP Address

There’s another method to find your IP address on Windows 10, which helps if you need to find it quickly. Again, it’ll be slightly different depending on if you have a wireless network or ethernet connection.

For a Wi-Fi connection:

Under the Wi-Fi network connection you’re currently connected to, select



Scroll down to


and find the

IPv4 address

, which lists your computer’s IP address.

For an ethernet connection:

Go to the taskbar and select the ethernet connection icon.

Select the ethernet connection.

Scroll to


, and locate the

IPv4 address

listed there for your IP address.

This method and the one above technically bring you to the same place to find your IP address, so it’s just a matter of which route you prefer to take.

How to Find Your IP Address Online

Another way to figure out your IP address on your computer is by using a browser. It can be a quick way to check if you’re already using the internet, and it won’t necessarily matter whether you’re using Wi-Fi or ethernet to connect.

Here’s how to find it:

On a web browser, head to Google search.

Type “What is my IP address” into the search bar and search.

At the top of the page, you should find your IP address listed.

If you don’t want to use a Google search, there are a number of websites where you can get your IP address, such as chúng tôi Websites like these may also show the location associated with your IP address.

Find Your IP Address Easily

For whatever reason, you want to see what your IP address is, there are many ways to do it on Windows. Keep in mind that if you’re using a VPN and it’s turned on, the IP address you see will not be the actual one associated with your ISP. So if you want your real IP address, be sure to turn any VPNs off. Otherwise, checking your IP address with a VPN can be a good way to check if it’s working.

The methods outlined above are the best for locating your IP address, allowing you to find it quickly and easily for any purpose you need.

How To Maximise Your Content Marketing Potential

How to make content marketing generate results for your business by focusing on 5 success factors

Traditional marketing is self-centered. More often than not, it offers little more than a seductive image or a brief statement of your product’s qualities. On top of that, after decades of similar campaigns, consumers have grown adept at tuning out the noise.

Consistency Is Key

However, if you want to reap the benefits of an effective content bank, you’ll have to keep your output consistent. And I’m not just talking about maintaining the frequency of your posts. Here are five areas of consistency that will help you not only build a great bank of assets, but also build your audience:

Strategy: Everyone involved in your company needs to understand the mission and the specific objectives behind your content. When everybody is singing a different tune, things get chaotic. It’s especially important to have a coherent, consistent plan in the world of social media.

Message: Just like with your strategy, when you have multiple teams working in multiple markets and using multiple platforms, the message has to stay chúng tôi is a great example of this. As an enormous company, it has numerous blogs posts on a range of topics. Yet the message remains consistent across the board, providing technical know-how that’s trusted by millions.

Tone: With so many people producing content, you need to ensure the tone and voice are consistent.Virgin Atlantic’s blog is a good example of this. Its bloggers routinely post collections of photographs taken from Instagram that show the different sides of world — from Tokyo to Montreal. Different writers craft each piece, but the tone and format are almost identical. It’s through posts like these that Virgin Atlantic positions itself as a leading option for business and recreational travel.

Reporting: On the Virgin Atlantic blog, see those subheadings that list the “Tags” and “Topics” of the post? That metadata serves many purposes.

Inconsistency in metadata can create a real mess. Let’s say your team is creating content for specific geographic markets. Some team members are tagging content for “UK” while others tag “United Kingdom.” Then, your boss comes along and wants to know how much content has been created in the past six months for the U.K. This small inconsistency could add up to a big problem.

When your team stays consistent with taxonomies and metadata, reporting gets easier and more accurate. That accuracy is a vital part of understanding what content is working and what isn’t.

Publishing frequency: It’s no use publishing new content if it’s a rarity, but you shouldn’t bombard your Twitter followers with a tweet every 30 seconds, either. Find a balance, and stick to it. Two blog posts a week could be ideal, or you could aim for greater frequency. ShoreTel Sky publishes one article a day in the 200- to 400-word range and longer content on a monthly basis. It’s important to find the frequency that helps you maintain consistent quality.

How Do You Get the Whole Team on Board?

 Adopting new approaches can be challenging, but it’s important to help your team embrace the power of content. Start small. Prove the process and its benefits with a low-cost experiment, or think about investing in content marketing tools to smooth out the process.

If you’re still struggling to get everybody on board with the new approach, it might be time to offer incentives. These can be tough; different employees have different values, after all. If you put out a general incentive, it likely won’t be a universal win. Here are some options to explore:

Money: This may be obvious, but it will work well with small teams where people with different jobs create a good portion of the content. Pick a dollar amount, and offer it for each piece of content produced. Gift cards are an alternative.

A promotion: Frame the change as a step up the ladder. Let the excellent content producers move up and be a part of the new innovative process.

Profit sharing: Offer employees a chunk of the profits accrued from the new content marketing strategy. Rather than guarantee them a set amount for simply producing new content, push them to produce the best content they can. It’s good for both morale and business.Southwest Airlines runs a profit-sharing scheme, and it is the only airline to make a profit every year since its founding, is ranked by Fortune magazine as the second-best company to work for in America, and has the fewest customer complaints of any airline in the nation.

Skills: If you’re really committed to the transformation, some marketing positions may focus solely on content production. If hiring internally, employees will have to evolve to keep up with the company’s direction. Even if they don’t stick around, these are the same skills they’ll need to find work elsewhere.

Get the Most Out of Your Content Marketing

With consistent, motivated employees, you’re more than halfway to maximizing your content marketing potential. The next step is knowing your audience. If you don’t know whom you’re talking to, all you’ll do is create more noise.

Go through a persona development exercise. This will lay the foundation for your content moving forward. For Birchbox, it’s clear that its audience consists of people who are interested in beauty, while Virgin Atlantic’s audience is composed of world travelers.

You should aim to create a number of personas with clear pictures of what they care about and how you’ll communicate with them. This will inform the channels you use for your content marketing to maximize value.

It really does pay to have a dedicated team with a clear strategic focus, but how do you measure your efforts? How will you justify your activities, and how will you report value? Make sure you identify metrics and key performance indicators that will show the success of each initiative.

With a consistent approach, a motivated team, and a clear target audience, I promise you’ll soon see big results.

Brody Dorland is the co-founder of DivvyHQ, the ultimate content planning and production workflow tool for high-volume teams. Connect with him on Twitter.

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