This post is the 12th in a series of 21 aimed at providing marketing tips to SME’s across Devon and Cornwall.
It’s no secret that I’m an enthusiastic believer in the benefits of content marketing for numerous reasons that have been mentioned in previous blog posts such as The Fundamentals of Content Marketing and Content Marketing is not just about writing content.
Key to this is the understanding that the focus of content marketing is to influence or change the behaviour of your target audience. As the Content Marketing Institute’s’ Joe Pulizzi says:
“Content is just….content, unless it’s driving behaviour change in your customers and prospects. Then it’s called “content marketing. “
Obviously this is not a quick fix and content marketers need to be looking at results over the long term. This in itself provides a number of challenges because in order to have an impact on your audience you need to be introducing content at regular touch points across a number of channels on a consistent basis.
This means creating content to inform, engage and inspire your audience and this takes time and effort to plan, create, implement, promote and measure.
So who is going to create all of this content?
Well that normally comes down to time, resource, expertise, budgets and how important you perceive content marketing as a priority for your business, but remember, according to Seth Godin:
“Content Marketing is the only marketing left”
Most SME’s will generally try to keep costs down and farm out the content creation amongst staff or nominate an individual to “blog” or dabble in social media. There are several issues with this approach:
- This is not content marketing
- Unless you also remove all other responsibilities from this staff member, it’s just more work to do on top of any existing workload
- Over time as pressures mount, content creation will take a back seat
- Content marketing or indeed copywriting (Note, they’re not the same thing) is a skill that may not be available amongst your staff
- Content creation requires a consistent and planned approach, introducing content on an Ad hoc basis can lead to the false assumption at a later date of ” we tried that and it didn’t work”
- Creating content is just one aspect of what needs to be done, your staff may not have the expertise (or time) to be able to plan, promote and measure the impact of your content?
What’s the alternative?
You can outsource the complete content marketing process or just the parts you can’t do to content marketing specialists. Yes there is a cost involved but you’d be getting the job done. As Red Adair said:
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur”
At Rame Marketing we work with clients on content driven strategies to help them to grow their business. If you’d like more information on how content marketing can help your business, read my FREE ebook: Content Marketing Fundamentals
We understand marketing strategy, content marketing and technical marketing and provide a number of content marketing services including: