Content Marketing has been picking up steam for several years now. Many marketers think they are executing against it, but most are not.
Most companies seemingly find it difficult to overcome these two large impediments:
1. Frequent content. If you are not publishing a blog post and at least one other piece of content every day, your content distribution is not frequent enough.
2. Content that is valuable to your users. Most companies are stuck in a product marketing mindset (“it is all about my product” or “it is all about my company”). Your content needs to reflect what is most interesting to the readers you want to attract and also be relatable to your company, your products or your value proposition.
Are you already implementing a content marketing campaign? I don’t think so. Go to your website and count the number of new pieces of content you published in the last week. If you count less than ten, you fail. Now read the recent content. Does it talk about your company and your products or does it discuss issues and opportunities important to your target prospects? If it centers on your company and your products too much, you fail.
Content Marketing is presently one of the great business growth strategies (it helps to increase awareness and brand equity) and can help with creating competitive advantage if you execute it well now. You will be at a competitive disadvantage very soon if you aren’t executing a great content marketing strategy, so get going…
Joe Pulizzi has a great set of commandments and 30 content marketing truths to live by that may help give some guidance to your program. He also puts out a lot of great content aimed at content marketers and distributes a must-read newsletter…
You may have to work on some of your company development strategies, particularly your marketing organization and staffing model in order to execute a robust content marketing strategy, but it will be well worth your time!
Are you executing content marketing well? I don’t think so…But, there is still time if you increase your focus now!