Steve Henke, founder and president of Harpeth Marketing, has written over 500 articles since the start of the company. Henke and the team at Harpeth Marketing have helped many in the marketing research industry through training and workshops. 

Henke gave us some advice on the best ways to make content and promote it.

Having the right mind-set… which is, “Better done than perfect.” The fact is, your writing doesn’t have to be perfect. Of course, it has to be pretty good but not perfect. You're not trying to win an award. Write a blog post, or whatever you're creating, review and edit it a couple of times and then get it out the door. Too many MR professionals I know are concerned about perfection, which means it takes them forever to come up with a topic to write about. Then equally as long to get a simple blog post out the door, if at all. Part of this, also, is how you write. We’ve got some really smart people in our industry, so smart that what they write is often difficult to read because it’s written at such a high level. Dumb it down. Write at a sixth-to-10th grade level. No one will be offended or think less of you. In fact, they’ll appreciate that you made your content so easy to consume.

For most content, the first question is, "How many people are reading this, viewing this or attending this?” And these sorts of KPIs are pretty easy to access via Google Analytics, webinar registrations, etc. But the real question is, "Then what?" What are you going to do with that information? 

First, use it to help guide future content. For example, if more people are reading your blog posts about qualitative research than about quantitative research, write more content about qualitative. Be responsive to the interests of the market. 

Second, those topics of the highest interest among your readers might also be telling you about services you need to develop - or promote more actively.