Speed Ain’t Everything

Fast results are very rarely lasting results. (Six week grapefruit diet, anyone?)

That’s why you’ve got to commit to your content and not fall prey to quick-fix results. Yes, results can come quickly… but, any strategic marketing plan must include a longer time horizon perspective.

You don’t market and grow a business with short-term tactics. You market and grow a business first by taking a long view of your business and then by persistently working toward distant and ever-bigger goals.

How to Take the Long View

The long view is exactly the perspective Russell Sparkman of Seattle-based Fusionspark took with his client, specialty scuba company, Dive Rite. Fustionspark encouraged Dive Rite to place emphasis on original content and patience in order to correct a “quick fix” Dive Rite previously implemented.

If you want to see the process up close click here to download the 13-page case study I wrote about Dive Rite for the Content Marketing Institute.

You’ll also be interested to know that incorporating user-generated content and customer stories are two areas Dive Rite is focusing on next.