You have to focus on your brand’s goals to be successful at content marketing.”” That sentence has launched a many content marketing efforts. The goal or desired outcome is the be-all and end-all as it regards online marketing success. Or is it? What if the essential element to lasting marketing success is a willingness to turn logic on its head, and focus on the inputs—the work that’ll be done to achieve your brand’s goals—allowing the outcome to take shape organically. While the idea might seem foreign, it’s ruthlessly efficient.

At the end of this session, you’ll be able to:

  • Understand how a focus on outcomes makes us blind to obvious opportunities
  • Determine where our marketing energy is best expended, and why
  • Home in on the right inputs to deliver consistent results