Start from the Beginning – With Content

Any problem is best resolved by starting from the beginning to get the basic essentials right.

If you have watched the classic film The Wizard of Oz as many times as I have, you know that Glinda, the good witch of the North, shares uncommon wisdom.

When asked by Dorothy where to start her journey, she replies without hesitation: “It’s always best to start at the beginning, and all you do is follow The Yellow Brick Road.”

Lead With The Essential Elements

If I were a doctor, my first prescription for every patient would be a quality diet. That’s the beginning.

Food and water are the essential elements that ensure your survival and allow you to move into more advanced strategies, such as exercise, stress management, and rest.

Quality content is the logical beginning to any successful form of online marketing – including, and especially, social media marketing.

Content is what attracts, engages, and ultimately converts into new business.

You simply cannot have a social media strategy without a content marketing strategy

When I was a landscape contractor, I also worked as a Certified Arborist. The beginning for trees and other plants is where they started, and what most people ignore – the underground root system and associated conditions that affect it, such as soil and water quality.

As a landscape architect, I recognized the essentials are not the walls and terraces, but the spaces that they define. Space is intangible, so it is often overlooked. This is why skilled architects lead with space organization, because that is ultimately what their solutions define.

Social Media Lives for Content

If you expect to succeed with social media networking and marketing, you need to consider the messages you are sharing. Are you leading with useful and relevant content, or just having a conversation?

Content attracts and engages, and it endures to bring in new business as it is shared time and again.

Even entertainers recognize the value of the content that they own.  It’s original and memorable – and that leads a trail back to them, one that creates a buzz and future opportunities with new audiences.

Today I signed a new green industry client who asked a good question – Where do we start?

Like so many other small businesses, he has accumulated a storehouse of content over the last 15 years. Our challenge is to sift through all of it to find what is most relevant today.

We’ll start at the beginning – choosing the most basic content that is just as relevant now as when it was created years ago. Then we will freshen it up with good copywriting and SEO skills.

The truth is the right solutions never go out of style.

If they did, doctors would be out of business. We all know that people still need to be reminded about what is a quality diet, in addition to many other lifestyle habits.

And so it is with your business.

Start at The Beginning

The beginning is the best place to initiate a program for leading your customers and your business forward.

My experience is that every business needs to learn to lead their marketing with the essentials that can best help the communities they serve.

Notwithstanding the talents of Tiger Woods, Jack Nicklaus is still regarded as the most accomplished golf professional. During his prime, he started every season with his coach at the beginning – with fundamentals such as his grip on the golf club.

When I worked as a sales professional for a large corporation, I regularly attended presentations by Zig Ziglar – an accomplished sales professional, presenter, and motivational speaker.

Zig’s message was both consistent and congruent. Yet, we all lined up to hear it again and again.

That’s what your audience, community, and customers will do if you share the essentials – from the beginning.

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Until next time, Jeff

Photo Credit: sippakorn    Authored by Jeff Korhan