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In my recent breakout session at Content Strategy Applied USA 2014, I used running as a metaphor for how companies need to approach content marketing. It is most definitely a marathon, not a sprint. Marketers must be prepared to go on a journey when they embrace this digital strategy. Ultimately, the benefits are worth it, but it's rarely easy. It requires perseverance, patience and self-awareness about how to push your limits.
My presentation took attendees through nine steps to help them learn what to expect and stay in the race, even when it's hard. From deciding to run, defining goals and picking the right metrics to choosing the right partners and the right races, I offered insights, frameworks and case studies from our experience running alongside clients in their marathons.