Content marketing is all the hype as it seems to be simple to execute, less costly and having farther reach than advertising.
However to implement and execute content marketing several problems arise, making it not feasible for many companies.
1. The content creator
If there is no content creator present in the company, it is likely the content marketing is going to fail. Hiring someone especially for creating content is adding a risk as he becomes the voice of the company.
2. The editor capacity
If you can’t write decently, or explain matters in understandable writings or your writing lacks keeping the readers’ attention, it will be better not to waste time and energy on content marketing.
3. The supporting CEO
If the CEO doesn’t support content marketing, you might get fired as explaining how beneficial content marketing is will be an uphill battle for you.
Similar if the CFO or COO is opposing.
4. The supporting VP Marketing
If the VP Marketing is against content marketing, even in the case the CEO is promoting it, the VP Marketing will make sure no decent piece of content will be created.
The reasons can be multiple like:
- The VP Marketing was comfortable spending large budgets on marketing and advertising.
- The VP Marketing needs to take different decisions
- The VP Marketing has no clue about content marketing
- The VP Marketing is experienced in the equation: amount spend on ads vs results
These reasons can apply to the VP Sales or the Director Corporate Communications too.
The drivers of the different people involved in a company should match the goal for the content marketing.
5. The content marketing objective
Just blogging, micro blogging (Twitter & co), sending out newsletters, writing comments on blogs and publishing online presentations without a clearly defined goal will lead nowhere or attract an audience that is not related to your market segment or target.
6. The continuity and consistency
Content marketing is not hit and run like advertising.
Content marketing is build upon layers of published content.
7. The required expertise
If you have no expertise in your field then shut up.
Content marketing will only be effective if your content shows expertise in the matters published.
8. The remarkable content
If your content is boring then also boring will be the results of your content marketing.
Your content needs to stand out from the crowd.
9. The not advertising content
If your content starts sounding like an advertisement or just promotes your products or services, your content marketing will fail as a broad approach to the market is required.
10. The measurability
Anything you do in a company should be measured. So too content marketing.
If you can’t measure it, how will you proof the return on investment as content comes at a cost.
How do you measure content marketing ?
- What does it cost to produce ?
- What is the return ?
- What is the time span for the return ?
Bonus problem: The public traded companies
Public traded companies have the additional problem of getting all content approved before publishing any content.
This approval process will slow down any publishing of content and the discussions, changes and corrections will kill all further initiatives for creating further content.
If some of the above applies to you or your company, then stick with advertising.
Is your company already into content marketing ?