Don't let messaging take a back seat!

I often see content marketing that can be better. Usually, it's not the images selected, design elements, or even the type of content - most times, it is the message that needs refinement.

Some previous colleagues nicknamed me Red Pen Rachel - I used to run through those very often.

Messaging is key for any piece of content so it is important to take the time to craft core messages that will support all tactics of your campaign. I love a great brainstorm session, as it eventually develops some really good messages and taglines. Here are some of my favorite ones that still live on.

Better Evidence. Better Outcomes.

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Strengthen Your Knowledge

Get Evidence Into Practice

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Transforming Research Into Results

If you are a marketer, you know that every product is NOT created equal. You won't be marketing BMW, iPhone, Southwest Airlines or Coca-Cola (or maybe you will!). Also, you might not even relate to your product or the job that your customers do using your product.

So it is important that you Do Your Research! Understand who the customer is, what their pain points are, and what they need from marketing.