More and more brands are creating content online to attract their target audiences, which, say some, is creating “a deluge of crap.”
The rush by businesses to experiment with content marketing has been so intense and so poorly managed in the UK that media industry commentators in the mainstream press have warned marketers “to avoid the hype surrounding content marketing”.
The truth about content marketing
Content marketing is something many small businesses, especially creative startups, of less than 5 employees, use everyday to build their audiences and to connect with their communities online.
Start ups succeed better with content marketing because they manage to restrain their sales and marketing messages, choosing to use the Internet and its many channels to inform and help customers, rather than sell to them. They seem more able than their larger brethren "the brands" to steer clear of sales messages on their websites and in their social channels, recognising that the strength of content marketing lies in its ability to built trust first, and to offer valued advice and help to customers at a time when trust in business and in brands is at an all time low.
Failure and success in content marketing
Failure to harness content marketing is evident everywhere, it comes from an inability to plan properly and a failure to understand the medium. This is maybe because most businesses work first with social media marketing where social platforms are free, ubiquitous and easy to use and only require short, quick-to-publish content.
The challenge with content marketing on the other hand is that you need to know how to publish longer-form, authoritative content on your own turf, not someone else’s and that this needs to build your thought leadership. That’s not a skill nor an experience many marketing managers and directors can claim to have.
The challenge of content marketing
It’s not easy to put in place the infrastructure needed to facilitate agile content creation, curation and editing, nor the timely output of various content assets such as blog posts, Tweets, Infographics, and longer form content like white papers and webcasts that talk with customers, not at them.
That's why I’ve devised a step-by-step framework and checklist to successfully plan a content marketing strategy which I outline via a free 45 minute webcast entitled "The 6 Essential Steps To Creating Your Successful Content Marketing Plan", for which you can register for free.
Comments from satisfied participants:
"It's easy to see how so many businesses get lost within the huge industry that is content marketing. Stephen provides tried, tested, trusted processes which ensure that you stand out from the crowd". Sarah Hughes, Director, Linked4Success
"Stephen provided us with a fascinating view on the tactics and tricks employed when considering an effective content marketing strategy. In just a short seminar, it was clear that Stephens knowledge and communication skills make him an expert in his field." Alex Wren, Director BitPod Video Marketing
"Stephen is an expert in the field of content marketing. He has a thorough grasp of the tools and techniques and the vision to provide usable advice on what you need to be doing. If you want to get beyond the jargon and get some ideas you can actually implement I recommend going to one of Stephen's seminars." Richard Hussey, RHS Copywriting
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Posted by Stephen Bateman. Posted In : Content Marketing