Spending a month carving a swan out of ice carving a person carving a swan out of ice, to promote IBM, might be creative - but the idea has to work for the business, not the marketing expert. It might be a laugh to put someone in a bunny costume and get them to walk around the world to raise carrot awareness, but if the budget is small then it might make more sense to write some articles that pack a rabbit punch, and place them in areas with a large carrot loving audience.
Delivering the right content is all about the relationship between content expert and business owner. The route taken of a thousand smaller steps over a single giant stride cannot be underestimated in business. A business owner who takes a single leap, misses the journey of learning a thousand things. Each little step, is a learning curve for the business owner, and without an intrinsic, in-depth understanding of business, target markets, the wider industry and the full spectrum of marketing disciplines and how they integrate, business owners are at risk of spending money unnecessarily.
An entrepreneur who has walked up every step knows their employees because they have been on the journey together, which helps communication and builds culture. Communication between business owner and content writer is key, and if the owner has taken smaller steps to reach his goal, then his knowledge makes his strides longer. He or she is able to communicate in a clearer fashion what they want to achieve through content, and because they have travelled a thousand steps, they can tell everyone who will listen what step 1001 will look like, and how the business will reach it.
So if you are a business owner, remember you don't have to explain why you want to take things one step at a time. You've come as far as you have for a reason, and the approach of one step at a time means that you have likely taken a lot of people who care about your business on the journey with you.
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