I\u2019ve been thinking about this a lot lately, and although I\u2019ve written about this before, it\u2019s worth repeating. If your marketing is structured in a way to show up every day, you\u2019re going to dominate those who work forever on big ideas and never ship.<\/p>\n
I\u2019m not saying to completely ignore the big idea and not spend cycles working on creative content or campaigns that permeate a category. It\u2019s worth the investment if it\u2019s the right idea and you\u2019ve got a clear objective behind it. But if you\u2019re out there daily interacting with a community and building relationships \/ sharing ideas \/ adding value, you\u2019re\u00a0far<\/em>\u00a0better positioned for\u00a0outcomes from social.<\/p>\n Here\u2019s the problem: most brands still champion the big idea and don\u2019t understand the value of being a part of the daily conversation in an industry. Perhaps it\u2019s because leadership only notices the big things, while actual users pay more attention to the smaller interactions and content that make up the meat and potatoes of the social web. Either way, you need to value incremental returns as much as the big idea.<\/p>\n When you analyze organic marketing KPIs, it\u2019s those brands who have a consistent, efficient and interesting drip of content (with the right mix of big ideas) that rule. It\u2019s because they are consistently closing the loop between their marketing and their audience and able to iterate based on data at a rapid pace. They run circles around slow competitors.<\/p>\n So don\u2019t throw out the big, creative ideas. But realize it\u2019s\u00a0all the stuff in between\u00a0you have to lock down first. Showing up to the party when it\u2019s convenient or planned will never get you as much trust or results as being a regular. And when you\u2019re a regular who shows up with something amazing, you\u2019re well positioned to have your idea spread even further.<\/p>\n","protected":false},"excerpt":{"rendered":" I\u2019ve been thinking about this a lot lately, and although I\u2019ve written about this before, it\u2019s worth repeating. If your … <\/p>\n