Yogic Statues?

Moss balancing in New Zealand brushI first began doing yoga with my college roommate. She and I watched yoga videos, carving out free space in our tiny dorm room. An inglorious beginning, but it was the start of learning a new, very old practice. At first, I sought to snap into perfect, statuesque versions of each pose in flawless sequence. I quickly learned that was not only impossible but unnecessary.

We tried out several different videos, gleaning important truths from each. I can’t quite recall, but I believe it was Rodney Yee who said something that stuck with me long after I vacated the musty ground-floor dorm room in which I first heard it. The gist: Balance is not holding a static posture but falling out of center and coming back.

Web Content Equilibrium Is Not Static

When drafting web content or experimenting on social media, focus on balance. Since the web is constantly changing, you don’t redesign a site and leave its look and feel unchanged for a decade. You definitely can’t maintain a single content strategy for years at a time. The need to evolve your voice and even the platforms you use is ongoing. Perhaps that feels exhausting. On the other hand, you can look at it as an opportunity. Since the technological footprint of your organization is not as static as your physical properties, your inventory needs, or even your staff, you can reach for a dynamic balance.

Dynamic Balance

Balance is not holding a static posture but falling out of center and coming back.

Start with a crisp, usable website, a content calendar, and a social media strategy. Launch it, check your metrics, and listen to your clients. Look at how these marketing tools works in practice, and then evolve them. The beauty of this perspective is that you don’t have to get it perfect out of the gate. On a regular basis, with an attitude of humility, look at your responses, your analytics, and your customer feedback and begin again.

Be tenacious! Yoga is a practice, and so is customer engagement.