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1. Discover your customer's needs. In order to be useful, you need to really identify what your customers want. Try these as a starter:

·        Search keywords

·        Internal search

·        web analytics

·        social chatter

·        customer surveys/interviews

2. Map those needs to executions. How can you meet those customer needs? Here are a few ideas:

·        Blog posts (ongoing series)

·        Video (ongoing series)

·        e-books

·        Printed books

·        Events

·        Create a smartphone and tablet App

3. Market your marketing. Executing the above isn’t enough. You’re not done yet. You now need to market whatever you’ve executed.

Content is fire, social media is gasoline to that fire. Use social media to promote Youtility first and your company second.

4. Make Youtility a skill, not a job.

Instead of creating a new job role for someone to work on Youtility, instead, make it a skill that all your staff learn and use in their daily work. It is THAT important.

5. Make Youtility a process, not a project. 

Youtility is never finished. It’s just a part of your process that you should do on an on-going process. I think what Jay is saying here is that this is really similar to SEO. Learning how to do your on-page SEO should be a skill you and your staff develop. . From there, on-page SEO should be something you practice weekly as you create new content online.

Stick to it – do it, not for the short term, but go all the way, not for a week or a year, do it for the next decade. Success comes through time and new content.

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