It’s one thing to house content marketers in your company. It’s quite another to have a company that uses content effectively.
Content marketing roles are crucial for businesses looking to scale their efforts in our remote, online world where so much of business is conducted virtually. Content marketers tend to be great writers and all-round wonderful storytellers.
Since many content marketers come from journalism backgrounds, developing a long-term content calendar comes naturally to them. They’re able to pump out content regularly, and are able to develop it for an array of audiences.
And that’s all great.
But is it enough to have a catalog of blog posts, podcasts, and videos if your organization isn’t leveraging this content?
It feels like a waste on the part of the content marketer when companies don’t bother using these content assets for strategic purposes like specialized marketing campaigns and personalized experiences for your various brand personas.
Research from a few years back noted that up to 70 per cent of content crafted by B2B marketers goes unused.
That’s a lot of hard work gathering dust.
The issue here for companies is they haven’t created a company-wide culture of content that leads to strategies where content can be used to help the organization grow.
The content execution may be great, but the company-wide content strategy is not.
This is an issue for larger organizations or those that are scaling through acquisitions where direction around content strategy is muddled at best.
To get out of this rut, try to get as many people as possible in your company to participate in your company podcast, or on the company blog.
There tends to be a few individuals who are most active in developing content in an organization—usually thought leaders in upper management. To rally the troops, get these thought leaders to speak about the value of content in the company.
If employees in your company need another incentive to showcase their content chops with a larger audience, let them know how valuable thought-leadership content is for their respective personal brands—especially in this online, remote world we live in.
Once you get folks on board the content train, start using those content assets to develop engaging content experiences with your various brand personas.
And dust off those content assets sitting in the dark recesses of the company Google drive and use them as necessary. Don’t waste what you got.
After all, if you can’t leverage that content, then what’s the point of creating it?
I help companies grow by telling their stories.