No Time to Create Great Content? Choose Good Content

This post was written by John White on Wed, 29 Jun 2011 05:03:10 +0000
Posted Under: content marketing,marketing manager,process of writing

Marketing managers don’t always have the time, writing skills or resources for great content. Don’t wait for the ideal; get something decent out there.

i choose the lottery“But I’m not much of a writer,” you moan. “How am I supposed to get a content marketing campaign going without spending a jillion dollars on great content?”

That’s true. Great content isn’t just great content; there’s usually an entire, time-consuming, arduous process wrapped around great content. There has to be, to yield something that you won’t look at in four months and think, “I’m so tired of that paper.” If you’re thinking that, your prospects probably are, too.

Can’t have great? Choose good.

All right, then, make good content the centerpiece of your marketing campaign to start with.

David Meerman Scott (whose work I often coattail) posted last week on how smart people who are poor writers create great content. He offers three ideas, the first two of which are potentially rather expensive, but the third of which almost any marketing manager can do:

Talk your ideas through and then transcribe the results.

It doesn’t take long to build a library of content from this approach. Sure, it’s humble, and it doesn’t tell the story as well as a professional marketing communications writer will, but it gets the ball rolling.

One of my clients in IT service management is building a huge library of case studies similarly. Its own customers are glad to describe in presentations, keynotes, interviews and testimonials their own IT problems and how the product has helped them, and my client records them. We transcribe and edit them, then produce them as case studies that go onto the Website for SEO.

The marketing managers look at each piece and think,

Well, it’s not exactly the messaging we’d use, but it is exactly the way at least some of our customers talk, so it’s good content. It’s a 15% solution.

They know that there’s no such thing as a 100% solution, and even a 30% solution would cost a lot more than twice as much.

Do you let great content become the enemy of good content? Let me know in the comments below.

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. Download his eBook, “10 Questions to Ask When Hiring Your Marketing Communications Writer.”

photo credit: eddiedangerous

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