There’s no doubt about it: content is one of the most important factors when it comes to marketing. If you don’t have enough content, you can’t reach your audience. Still, there are different types of content you can use and many different strategies to employ. Some of these strategies are brilliant, cutting-edge tactics, while others are holdovers from different Internet eras.
Here are some of the content marketing strategies you may have encountered, along with information about which ones work and why.
Hiring one journalist isn’t enough.
Some companies hire a full-time journalist to take care of “all their content marketing needs” and then pat themselves on the back. This is bound to go spectacularly wrong. Hiring a journalist isn’t enough to meet the content demands of the average company or organization. If you’re serious, you need to come up with ways to get users to create content, invest in methods of interacting with your customers that produce a great ROI, and consider outsourcing to freelancers or a company devoted to content creation.
You can’t ask every department to take care of its own content.
A terrible content marketing strategy that has become more common is getting each department to take care of its own marketing message. You could have multiple Facebook accounts for the same company, many voices and tones establishing inconsistent brand messages, and a fragmented strategy that still doesn’t generate enough content. Instead, the solution is clearly centralized and coordinated.
Delegating content marketing to those who aren’t trained.
Instead of hiring content marketing experts, freelance writers, or branding experts, companies try to hand off these jobs to existing employees. Even if they have had some experience in this area, it isn’t the same as hiring an employee or outsourcing to a team who is dedicated and trained in marketing. Running your personal jewelry page is not the same as running a corporate identity. Worse yet, some companies hire interns for general work, then put them to work as social media representatives when they don’t know what they’re doing.
Creation without analytics.
Another content marketing “strategy” that comes about from lack of oversight is mindless creation of content – posts, photos, or videos on Facebook made without examining analytics, new blog posts without looking at your Google Analytics account, and so on. If you don’t have a centralized voice and training method for employees responsible for content creation, you’ll just be firing “missiles” of content in random directions and hoping you find an audience.
Your content marketing strategy may need a revamp if you are relying on decentralized employees who haven’t been properly trained. You need to be able to scale up your content creation, engage your audience, and measure the results. If you aren’t doing so right now, look at creating a dedicated team or at least hiring an employee for a content marketing position with prior experience. One journalist can’t handle the demand for content creation that most companies have, and the answer isn’t about delegating it to different departments without careful thought put into a unifying guidebook or brand guidelines.