It's the Content, Not the Platform

Successful online marketing is mostly about the content, not the platform.  This may sound odd coming from the employee of a SaaS company, but it's true.  If you use the best platform on the planet but your content is lousy, then you are just making noise.  You will not have success without great content, because that is the real message.  However, great platforms can act as multipliers for your great content by helping publish it at the right time and to the right places.



So if it's mostly about having great content, then you should probably make sure you know who your content is talking to.  Spend ten times the effort and time developing your content strategy as you did picking your publishing platform or CMS - this only makes sense.  To help you get started, research your target market and get to know them.  Take a look at Barbara Gago's post at the Content Marketing Insitute for some ideas on how to research your buyer.  Once you're done with her suggestions, you'll have made one solid step forward to an effective content strategy that will make your fancy content platform start to pay off.