Keeping the owned content train on track

Owning your story, which we covered in our previous post, is one thing. Telling it consistently month after month with a fresh and interesting perspective is another. Based on our experience, the reason most owned content strategies fail – or at least don’t reach their full potential – is because not enough resources and time were devoted to the many steps and dimensions that are part and parcel to an effective content strategy. Build the infrastructure A critical first step is identifying subject-matter experts (SMEs), but a word of warning: more often than not, these internal experts have their own …

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