CONTENT DELIVERY
STEP 3: CONTENT CREATION

CONTENT CREATION

The most common reason for a content marketing strategy failing to deliver results is that the content never sees the light of day. Whether that’s because you didn’t get round to producing it after the initial excitement wore off or because it got stuck in compliance until you forgot about it, the effect is the same. No content means no results.

The fact is, content marketing takes time to get results and the logistics required to get content out the door on a regular, sustained basis can be a real challenge.

You should address up front the practical issues such as: who creates the content? Who can approve it and how do they do it? How does the content get published? Who’s responsible for promoting it? If your head of compliance has to sign off every email or only the IT department can set blog articles live you’re better knowing that from the outset so you can plan around it.

What are the most common roadblocks to Content Creation?

If you’re doing content marketing for a small business then time, budget and resources are likely to be the major hurdles. Even if you work on it full-time you’d have to be pretty talented to be able to handle everything from writing the blog to fixing bugs on your website.

At the other end of the spectrum you might have an in-house team of content marketers supported by a healthy marketing budget. But here you’re likely to have a lot of stakeholders to satisfy. Can you change the main nav on your website and publish some new landing pages, or is there a committee for that sort of thing? Can your team brainstorm blog ideas and turn them around in the same day or is there a convoluted sign-off process to navigate? And what about your boss? Do you have c-level buy-in or are you fighting the good fight on your own?

Identifying the roadblocks specific to your organisation before you start producing your content will give you the best possible chance of building a truly agile Content Creation process.

Keep your Content Creation agile

The watchword for your content creation process should be “agility”. If your process for Content Creation is agile you’ll be able to respond quickly to new information or when your priorities change. Here are some examples:

  • Creating more of what works: if you see particular topics or types of content outperforming in Google Analytics or on social media you might have a limited window to take advantage of it. Agile Content Creation can get more of the same content published before it’s too late;  
  • Supporting your sales team: a good way to protect and grow your content marketing budget is to win some friends in sales. If you’re directly helping to bring money in you’re much less likely to get squeezed when someone starts looking to make cutbacks. Agile Content Creation allows you to respond quickly when your sales team needs content to support its deals;
  • Piggybacking on trending topics: linking your brand to popular news stories can be a great way to pick up extra traffic from search or social media. But these spikes don’t last long – sometimes just a few hours – so you have to be able to move fast.