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Stu Langley
20 followers -
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Do the math.

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It is essential that we are able to differentiate useful content from useless; and that we have a clear understanding of the monetary value of useful content. 
It is essential to understand the value because it takes time and effort to create useful content. Useful content is not the usual generic BS that gets ignored... 

So what have I missed here?
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I see a lot of mundane content out there. Lots of the same information rehashed in new ways; but not a lot that is unique and useful.

I do not see much unique content that sets apart a business and makes them stand out.

So I have my opinions as to why this is true. And I offer some solutions to help create useful content; content that matches the intent of the visitor and allows you the best chance to make a new friend and maybe win a customer. 

Am I off base here?
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Using social media for business development, is not just so much blathering, not so much showing off the branding logos; but needs to be focused on issues related to your core business. This does take some critical thought around useful content creation.

Too many people think success in social media requires being entertaining. Don't make this mistake. Don't let your agency or your hired hand make this mistake for you. Too many people are going through the motions, to fill space and check off a box. Done. No points for done, particularly when done poorly.

Pay attention. Have a strategic plan laid out. Here are my thoughts. Feel free to correct me. 
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Understanding the buying cycle of your web visitor and having the content available that matches their intent, is the  most effective way to make new friends who are potential future customers; and provides you, your best opportunity to influence them. 
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Useful content creation is not easy. There are pitfalls that lead you to creating useless content. There are any number of urgent but less important tasks which divert attention. A workable process for creating useful content can feel daunting. 
But visionary leadership with perspective can create the space for success and begin to separate themselves from their competition. 
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It is critical for leadership to understand and differentiate useful content from the useless. You might think this is a trivial issue, but then why is there so much useless content around. Here I work to explore the issue. I don't know how well I did it. This is a really complex issue. 
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So I am picking on website carousels today. Who else hates them?
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What business owner would not like to see his team fired up for success? It starts with leadership, of course, and it is an investment in time and effort, not just a pithy pep talk. 
And you just might need to relax a little... 
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The lizard brain, that part of our ancient brain that protected our ancient ancestors from carnivores; does not serve us well in the 21st century.

It can keep us standing still when we need to initiate change. We need to assess when we fear change and make sure the lizard brain is not getting us in trouble.

We just need a plan to test, assess risk and move forward and keep the lizard brain caged up.

Kudos to Seth Godin for the lizard brain story a few years ago. 
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In a connected world, your unique virtues as a company revolve around your people and their authentic personalities, and your core beliefs and values as a company owner.

So why do so few companies venture out and give space to their key people, but instead hide behind bland and boring corporate speak? There are so many opportunities to make friends and bond with future buyers... 
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