Going back to the first article on the last two years, here is an opportunity which fits lots of people who are seemingly “stuck” in a place that prevents them from using digital content. This post may ruffle a few feathers. But in reality it should help you get over initial fears of content marketing and blogging. If you are a corporate or organizational marketer (under this description are P/R, advertising, and other external communication roles) today’s content marketing methods are simply basic techniques. It simply turns out to be an efficient and popular way to get a message to a targeted audience. If you follow corporate blogs, you notice the wide variety of styles, content, and even quality. From technical blogs in technology companies (look at Microsoft, Oracle), to large conglomerates selling to governments. Simply put, digital content is taking place of paper based marketing content. Today, you simply can’t ignore the need to contact your market digitally. Most of the problems I see in adopting digital content seem to be either organizational, essentially, confusion in different traditional roles on who will create new digital content, or simply lack of understanding and new skill acquisition. Both are a matter of learning and changing old thinking patterns. Both are simple to address. But like the joke about Psychiatrists and changing a light bulb*, you have to want to change first.
The Problem ? ? ?
Digital marketing content is not a hard subject to understand. It is not hard to do, but it is a change from traditional paper based content. It is also a bit hidden from most people. To many it looks complicated and to some it looks hard or mostly an expensive proposition. In the digital marketing content category also goes professional blogging or blogging for corporate marketing. Almost half of the people in a position (or actual need) of having a professional blogger, tell me that they “can’t do it”. Can’t do it usually starts out with a false proposition: it’s too hard, my people are not good writers, it will take too long to get started, I still need to do my old marketing work (brochures, trade shows, sales collateral, advertising, etc.) You can find your own reason to delay the adoption of digital marketing in your organization.
Luckily (or sadly) there is not one sure proof solution. If you are “brave” and trust your instincts, just get started with a small blog or writing pages for your site. Even in large organizations, there are people with the ability and authority to write a blog. Some may be marketers, but there are still others like sales engineers or P/R managers that can communicate effectively. You are probably doing it now anyway, just move your material from PowerPoint slides and e-Mails to the web. If you are a little less sure, or you want to develop some elements in-depth (research, style, audience, content, promotion), hire a freelancer or someone with experience. Some bloggers may be useful in not only planning and explaining the content marketing world, but also getting you started. Setting up a blog is not hard, there are still many details that need to be taken care of initially. If you are already using digital marketing in the form of paid advertising or writing placed in outside publications (guest blogging), than you are more than half way there. Now it’s a matter of getting the material written and published.
Next I will go into some of the basics I see corporate marketers need to define when getting started.
* One, but the light bulb MUST really want to change 🙂