Content Marketing – “How Hard Could It Be?”

This post was written by John White on Tue, 18 May 2010 16:07:40 +0000
Posted Under: content marketing,marketing as conversation,marketing manager

Content marketing doesn’t happen automatically; marketing managers almost always need to jump through hoops to make the effort worthwhile.

A recent Hubspot article called “5 Common Content Marketing Challenges”
mentioned lack of time, lack of experience, lack of readership, lack of results and lack of organizational support as primary reasons for not being able to get content rolling out on a regular basis.

As a marketing manager, you have people asking you – maybe you’re asking yourself – “How hard can this be? The channels are everywhere. We should be pumping content out so people know about us.”

I note a few other obstacles besides the ones in the Hubspot article:

Lack of faith – “How do I know that any of this stuff will really work?” you ask. Well, you know that you need content one way or the other, because you have stories you absolutely need to tell. You don’t need to be the next Ashton Kutcher or Betty White. All you need to do is ensure that Sales has what it needs to do its job: leads and something to show to those leads.

Lack of focus – Pick a couple of channels and get good at them. You’ll kill yourself and those around you trying to spread yourself too thin, so don’t try. It can take a while to find out where your prospects spend their time and how to appeal to them, so get ready for a hunt.

Lack of sleep – Spending those first waking hours answering questions in forums? Hunching over your pastrami sandwich while you tweet? Sitting in bed with your laptop, studying your Web stats? Good luck. Obsessing over the stuff doesn’t really make you a better marketer, just a more tired one.

Remember that your job is to start conversations. And after all, how hard could that be?

John White of venTAJA Marketing is a marketing communications writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s dirty work, but somebody has to do it.

photo credit: / CC BY-SA 2.0

Reader Comments

Good post. And don’t forget the other one obstacle – Lack of Process. To consistently add quality content, you need a process and schedule, so writers know what they are going to be writing, to what purpose, and when.


Written By Nick Usborne on May 20th, 2010 @ 3:37

@Nick – Yes, and it’s usually we writers who bring process to the party. Most marketing managers I know have other fish to fry and rely on us to pace projects.

Written By John White on May 20th, 2010 @ 11:19

I really like this post. I find that these are the same challenges I have as a copywriter marketing my blog: content, confidence, focus, practice – all very good points. I tend to think that focus is the one thing we need to clarify very early in the process. Everything else will fall into place with time.

Written By Patricia Redsicker on May 25th, 2010 @ 8:07

Yes, and the more content you have, and the more opportunities/demands there are to market it, the more hoops we have to jump through.

Written By John White on May 25th, 2010 @ 8:14