We sat down with Jordan Wilman to discuss his experience providing content for service providers and governments, and what he has learned along the way.
Preparing Content that is Actually Relevant to Your Brand
Jordan starts off by explaining why so many companies waste valuable time and resources preparing content that isn’t actually relevant to their niche or unique selling proposition.
Jordan thinks that a lot of marketing gurus have gotten content marketing all wrong by telling founders to constantly prepare content without considering if it’s truly relevant to their target audience or KPIs.
This is particularly true in the current, post-pandemic marketing landscape.
Prioritizing the Specific Goals of a Content Marketing Strategy
Jordan also talks about how content marketers should have specific goals that they are looking to achieve when publishing content. He explains how many companies have lofty content ideas that aren’t related to the goals they’re looking to achieve.
Jordan recommends a book called The Mindful Attraction Plan to get clear on the goals for a company that actually matter.
Content Marketing for Service Based Businesses
Jordan talks about how even service-based businesses that are already successful should consider how they can upsell more services to existing clients by providing value through educational content.
Generating ambitious content that aligns with marketing and sales goals is a great way to capitalize on an already successful service offering.
Content Marketing for Governments
Jordan talked about how he is using his marketing and content expertise to consult a government organization in British Columbia.
He explains the importance of putting his marketing and consulting expertise to work when working with governments to execute strategic initiatives and maximize their chances of getting proposals approved.
Perhaps that’s why many governments are already using sophisticated content marketing strategies to meet ambitious geopolitical goals.