Last week on my way to Bristol, I made it through 9 green lights from my house near ETSU to the Bristol Highway traveling north on State of Franklin Road. I suppose you could say the traffic light gods were with me that morning, and I was just fine with that, since I was running late for my first appointment of the day.

On this particular morning, I was convinced that avoiding red lights was really a game of strategy, but my logic overruled my wishful thinking and convinced me it was all guesswork! We think we can outsmart the traffic lights by either speeding up, slowing down, or getting into another lane, but at the end of the day, it’s really just the luck of the draw, right?

Some of you may be thinking that traffic light strategy is just like my content marketing strategy… “just the luck of the draw”… and that you have little control over the desired results.

Well, let’s be realistic. Your content marketing strategy is much different then your traffic light strategy, if one really does exist, or at least it should be. But first, let me define what content marketing is according to Wikipedia. It is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Sounds great, but before developing your content, you first have to determine a marketing plan designed to fill market needs and reach marketing objectives.

Marketing plans and objectives can then be measured for desired results. So, it is much more than just luck or random marketplace factors beyond your control. If you’re eyes are glazing over and the entire thought of developing content for social media, blogs, Enewsletters, etc. are making you nauseated, it is probably time for some professional intervention. According to the Content Marketing Institute, 70% of SMB’s say “lack of time” is the biggest challenge for having a content marketing strategy.

Before we move into the new year, now is the time to let our team at High Road Digital help you define your content marketing strategy so you can focus on running your business. Now is the time to call the pros at High Road Digital, where it is OK to ask for directions!