Sunday, February 21, 2016

Content Marketing and the Agony of Defeat

We have met the enemy and he is us.

Digital agency Sticky Content asked 283 marketers what's defeating their content efforts.

Their answers are no surprise:
  • 37% said they have no strategy
  • 33% said management dings content
  • 46% said demands change after content has been created
  • 66% said their organizations waste a quarter of all content; 15% said, half
Is your organization lumbering toward self-defeat? If so, ask:
  • Is management serious, or not, about content? Are they merely entranced by this year's "shiny object?" If they're in earnest, then what's our strategy?
  • Do reviewers understand what to approve? Message? Accuracy? Style? The reason the content exists? What are the ground-rules?
    • Does management trust the content creators? If not, why not? Do they rewrite the lawyers' briefs and the developers' code, too?
    • Does management care about waste? One way to boost marketing's ROI isn't to create more content, but to publish and promote what's been created.
    • Can I improve things? Or is our situation impossible? (Remember what Napoleon said: "Impossible is a word found only in the dictionary of fools.")
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