The Subterranean Foundations of Any Good Content Marketing Strategy

Let’s go deep for a moment.
Below the surface, not in the 20th-century French existentialist sense, but to a much more simple understanding of depth that can actually start to make things happen for your content marketing strategy … whatever it is you’re trying to do online.
As Mr. Sartre once said, “Words are loaded pistols.” I happen to believe that is a true statement. But today, without a largely invisible foundation that amplifies your words, they may as well be as impotent as an unloaded .38 Special.
Here are three simple “subterranean” lessons I’ve learned (and imperfectly used) over the years, that you’ll find might make all the difference in the visible strategy you employ out there in the world.
1. Be consistent
Take a minute to think about your favorite TV show.
It airs once a week (I’m not talking about binge-watching Netflix shows here) and in some small sense, you really look forward to it.
At the appointed time, you’ve got your setup ready on the couch or in bed, happy to just check out for an hour after a long day. You click the box on … only to find that it’s not airing tonight. It’s a rerun. Or worse, it was preempted by some “special” political event.
No question this is a first-world problem, but it’s also annoying. Maybe a better example for you would be a canceled lecture or concert, or some other live event you got tickets for that’s since been rescheduled.
You get

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