This is going to be a short post. I could probably go on and on but you don't need that.
I've worked in various editorial roles since 2001. In that time, I have come to the conclusion that a good editor is one who finds the mistakes that aren't there.
What I mean is, it's not enough to just catch a run-on sentence or poor grammar. You also need to be able to catch the missing details, the forgotten explanations, and connections the author made in their head but didn't put on paper.
I compare this with the work that I've done in SEM for the last 3 years. Using PPC, I can drive as much traffic as my company wants to pay for. But it's not driving traffic that makes you good at SEM. It's avoiding the traffic that doesn't help your business.
This post isn't going to go into the How of that. I can't really speak to how your company would do it effectively anyway. But, I will give a hat tip to Joe Vivolo at KoMarketing for writing on this same topic and sparking my post.
To quote him:
"In B2B Paid Search I can not reiterate this enough, it is not about bringing in a large volume of traffic, rather it is about bringing in the highly qualified traffic."What other areas of marketing do you find your ability to deal with negative space just as important as positive?