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.