A few weeks before the start of the New Year I led a workshop on content marketing for about 50 small-business CEOs and operations managers. They came from all different industries. Some were consultants. There was a plumber and a representative from an HVAC company present. Pest management? Check. A few small manufacturing companies, a nonprofit, and a jewelry store rounded it out. In other words, it was a diverse group of companies.
What wasn’t diverse were the ways they were marketing their companies. Most had e-newsletters. All of them had Facebook pages. Every one of these senior leaders was concerned about search engine rankings.