I frequently find that there is a tendency for some businesses and brands to gravitate toward creating content that is relevant to them, and not necessarily their audience.

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You can grow your likes, followers, or subscribers at warp-speed with social media promotions. Which is pretty awesome; particularly when you’re trying to justify your social media marketing spend to the bigwigs upstairs, or the time and resources you pump into social if you’re a small business or start-up.

What’s the problem then?

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I botched a blog post that I published earlier in the week. There. I said it.

The good thing is that by making some mistakes on this post, it reminded me of a few rules I try to apply to all of the content I create, and maybe it can save you from making some of the same mistakes.

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