How do brands transform their passion into publishing prowess?
We’ve been following a topical thread recently, about brands and businesses and the growing area of Digital Content Marketing.
In a recent report published by CopyPress (the 2013 State of Content Marketing Study) 34.8% of marketers are making Content Marketing their main focus during 2013 (that places the digital discipline above SEO, Mobile comms and Media buying in marketers’ priorities).
Earlier this year we spoke at an SEO Roundtable about the need and (in some cases: pressure) businesses feel toward the idea of becoming content publishers.
Sure, it’s easy for Search experts to recommend that it’s high-time you started publishing and telling the world about your business, products and brand - but the reality is that businesses are just not set-up like media and publishing organisations.
In our experience we see clients fundamentally challenged by the notion of publishing regular content about what they do and how they do it. Not because they are inexperienced, and certainly not because they are devoid of opinion. Many of the people we work with are top of their game (local or global leaders in their markets) but articulating an opinion, translating their passion into publication, that’s an entirely different ball game.
The powers that be (by that we mean Search Engines, SEO experts, Marketing publications, Agencies etc.) have decided that content is the way to go. Whilst this is founded on practical and positive rationale, it can be a real challenge for businesses who are not used to generating content, planning or thinking like a Newsroom. Producing regular content (enough to make a difference in SEO terms) means making new judgment calls typically left to PR teams. Quick decisions about what is good or bad to say, how it will reflect on your brand, enhance or impact your reputation in the short and long term.
Content Marketing is something we completely agree with and advocate - because we know that Google puts real emphasis on genuine and relevant content as a result of their 2012 updates. The challenge however is not to jump in at the deep end and start publishing as quick and as much as you can. First consider the commitment in commercial terms, collaborate with colleagues, identify your customers interests and investigate the optimal way to research, prepare and publish your content. This will likely involve what tools, suppliers and services you need to make it happen.
Publishing like a pro can be tricky (along with the day job) so give yourself permission to publish or, if you need permission from your boss or board, consider building a Content Marketing trial or business case proposal to prove success in a particular area of the business.
One thing is for sure - nobody knows your business and industry sector better than you, so consider the benefits of seeking advice to grow a content function within your own business, that can benefit from specialist external agency support.
