Content Marketing News

Sunshine on a Cloudy Day — Addressing the Unexpected in Content Marketing

Andrew-Schulkind
By Andrew Schulkind

You expect a zig but your prospects zag. Let’s look at how to prepare for outliers and other unexpected opportunities in your content marketing.

As I write this, I’m at the beach. More accurately, I’m in a house near the beach waiting for an all-day soaker to move on and give us some sunshine. The weather forecast didn’t call for torrential thunderstorms, yet here we are.

Not that this was all bad. The view of the bay during the storm is beautiful and it brings to mind how even our best laid plans as content marketers don’t always mesh with the realities of our prospects’ plans.

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Andrew-Schulkind

Andrew Schulkind

Since founding Andigo, Andrew Schulkind has asked clients two simple question: what does digital marketing success look like, and how can marketing progress be measured? Andigo’s work includes web design and development, content marketing, and digital strategy, among other digital marketing components, with a goal of helping firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either. Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?”)

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