When developing an editorial calender of blog posts, white papers, or other digital asset, choosing the topics and focus that will bring customers to your website or blog is vital.
However, when looking at the content that most companies churn out you have to wonder if the MarCom folks ever meet a customer in their life.
Customers don't want, or read, repurposed marketing-crap speak, but you wouldn't know that from what appears with startling regularity on company websites.
So, how do you make smart content choices?
Lee Odden is one of the top blogger and speaker on all things SEO, and seemed like the perfect expert to ask what how he advised client to tackle this problem. This is what Lee shared with me:
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