Friday, April 8, 2011
Creating Content Shouldn't Be Content Marketing's Biggest Challenge
published some study results from a company called hivefire about execution issues that stem from Content Marketing Strategies.
As you can see from this graph
, marketers are still stuggling with issues like creating original content or having time to create original content.
This is because the folks responsible for this activity think that they have to be the producers. When you start to think about the volume of content normal organizations need to be successful, it starts to get pretty intimidating. That frustration is what's reflected here in this study.
The fact is this: great content exists all over your company; you just don't have a good way to harvest it yet.
Take a minute to think about every content silo you have... just you:Blogs, Email Newsletters, Outlook Email, Facebook Wall Posts, Tweets, Reviews & Press Releases.
Then, multiply that by everyone in your company. You don't have a content creation
problem, you have a content coordination
problem... and the latter is a lot easier to solve.
We have to start breaking down those silos. Almost 100% of email newsletters have never been indexed and that content dies about 6 hours after it's been created. Have you thought about importing the archive of all your historical newsletters into your blogs? Setting a schedule to push that content to your Facebook Wall or Twitter? It's great content and it's wasted, but it doesn't have to be!
What about Outlook email? Spend about two hours looking at the emails being sent out every day from Customer Service or Sales. There is a lot of valuable information being shared that disappears as soon as it's created. Check out the Wester River Expeditions
Blog. Nearly all of their blog posts come directly from emails that come from their customer service department. Or, check out Udi's Gluten Free
, where they get a ton of unsolicited stories from happy customers that can easily be turned into blog posts, which are then Tweeted and posted to FB. Udi's also used Facebook to solicit content: simply ask a question on your Facebook or Twitter and steer the responses to your blogs.
There are a million examples why you don't have a Content Creation problem, only a Content Coordination problem. Compendium exists to make the coordination easier.