It’s time to lose some weight … in your content
February 2, 2016
It’s an accurate, if somewhat corny, analogy: Content is king—and we are his servants.
Content really is the king. Whether you’re employing a marketing automation system or simply managing content and distribution yourself, it’s still up to you to develop the right content and synchronize that content for delivery to your target audiences.
In fact, in a 2013 study by the LinkedIn B2B Technology Marketing Group, more than 82% of marketers indicated their plans to increase content production over the next 12 months—with virtually no marketers planning to reduce content production.
And we really are content’s servants. As marketers, it is our responsibility to serve the right content to the right audiences at the right time using the right marketing vehicles. Failure to do so is often caused by a lack of good content and resources (and commitment) to plan, manage, and maintain that content within our marketing initiatives (or within our marketing automation system, if applicable).
When servants fail the king, they are often imprisoned or beheaded. While the consequences of our failure to deliver the right content to the right audiences at the right time may not be quite so violent, they can still be quite catastrophic.
In the same LinkedIn B2B Content Marketing Report referred to earlier, the top five challenges that thwarted content marketing efforts included:
Perhaps these most critical obstacles can be more quickly summarized as mostly resources (people and time) and expertise.
While there are many factors involved, the reality is that achieving success in content marketing can be improved with a strong focus on three factors:
There is no perfect formula to ensure success. However, if you follow these three success factors, you can go a long way toward serving King Content and improving the chances of keeping your head out of the guillotine of marketing failure.
(I warned you it was a corny analogy.)
Rod cofounded MarketReach in 1994, after working as a Marketing Manager at DEC, and brings a wealth of B2B technology marketing strategies and tactics to the table. Rod enjoys working with customers and sharing his vast experience of marketing initiatives, programs, events, and sales tools. If you’re a Beatles fan, plan to set aside a solid week when you chat with Rod.View our Team