1. Make sure to write about what your audience wants to learn and add your unique perspective to make it your own. There are a variety of ways to identify what people want to know. Search engines, for example, can tell you the search volume related to different subjects. Website analytics can show you where people go and what they already consume on your site. Media monitoring tools can show you trending topics, what key influencers are doing, and what your competitors think is important.

2. You can produce more and better content by enlisting a variety of content contributors from within your company and outside of it. Each time you receive a contribution, make sure to thank the contributor and give them credit publicly to encourage them and to elicit contributions from others.

3. You don't have to produce all original content. Some content producers are happy to have their content republished. You can also create original content by summarizing existing content that might be too weighty for your average reader. Writing an introduction or an opinion piece about another piece of content can be another way to get more content.

4. Create an editorial calendar that lays out the topics you plan to cover and when those topics will be covered will help make the most out of your content. This gives you the opportunity to think strategically about what content is most important and how and when that content can be tied to other corporate initiatives.

5. Make the most of all of your channels by sharing your content on every channel possible. Such as a personal blog, industry association blogs, opinion sections in trade publications or even paid publications. You might need to edit your content to better fit each outlet but definitely worth it, as it will be reaching a larger audience. Make sure to also share it on social media!

It all started with an idea. I wanted to create a company in which a veteran of the media world can provide a tremendous service. A solution where I can provide inside information on media planning and media buying to the degree that you can't get anywhere else. We targeted Presidents, Regional Managers, Marketing Directors, CMOs etc. of small and mid-sized businesses. We then went to market with our 'key' differentiator and mission.The company has grown from 2 clients in 2010 to presently close to 2 dozen.

Entering our 14th year, Marketing Keys brings peace of mind to businesses having a former Disney/ABC executive with 25 plus years of strategic media planning, buying and selling on your side. To find out if we can help build on the results that you had started, please reach out to us at roger@marketingkeys.com.

In some ways, Zoo Lights will look a little different this year. For starters, it will be a ticketed event. Tickets are just $5. This will help ensure that City and State guidelines are properly followed to ensure a safe experience that allows social distancing.

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For more information, please contact Marketing Keys at (312) 291-4630 or you can email us at roger@marketingkeys.com.