You know content marketing is hot. You’ve known it forever.
Even before it was everywhere, before it was in the Wall Street Journal, before it even had a name, you already knew content marketing was a good idea. And you probably already know it will produce results for you. You’re probably doing some — you have some web articles here, a Twitter post there, some PDFs tucked in the corner. But you have no strategy, no procedures, no one with performance goals for producing content, no metrics. Is that you?
It’s most of us. Despite being convinced it works, less than half of marketers have a documented strategy1. 93 percent of marketers use content marketing, but just 42 percent of B2B marketers consider themselves effective at it2. Another source claims 77% Of B2C marketers use content marketing, but 21% fail to track its ROI3.
It’s not because a proper content marketing program is hard work — it is, but difficulty doesn’t stop us, does it? I think that most enterprises aren’t there yet because content marketing requires the whole enterprise. You can’t do it on your own by convincing the CEO to write a check, by bringing in a consultant, or by buying something from Oracle.
Why don’t we just do it?
You need the whole company. You need sales and marketing to develop messages, personas, taglines and elevator pitches, unique value propositions, and buyers’ journeys. You need material, which means stealing time from some of the best technical people in the company. You need high-level editing, which probably means hiring. You need databases and infrastructure from the web team and from IT. You need the search marketing team and analytics support.
So, how do you get started?
Strategy first: If you can afford the time and think you can sell it, start with a strategy. Then sell it and execute. As you begin, come up with the measures that will prove the program, and measure a baseline. That may make it easier to resell the strategy when resources are pulled back (and since you’re tapping resources in many departments, pull-back is inevitable).
Tactics first: Strategy-first is a wonderful plan but many organizations lack the discipline. So pick up the ball and run! Begin with what you have and can do now. But as with the strategy-first plan, establish metrics first and take a baseline. Eventually, someone will notice what you are doing and if you can’t show results, you’re content marketing program will be instant toast.
The good news is that you will find allies everywhere because we all know that in the 21st century, content serves customers and supports business goals. So it’s a question of finding a way to do something we all agree is a good idea.