The effectiveness of content marketing is no longer a secret. What the digital marketing world has been doing and talking about for years has finally caught on universally and is an accepted part of marketing plans for businesses of all sizes.
Obviously, the most important component of a content marketing program is the ability to generate good, valuable content on a regular basis. No question.
There is another component that is almost as important to content marketing: The ability to make a quick decision.
Content marketing is usually most effective when you are offering valuable information that no one else has provided yet to the consumer. That is what gets you page visits, followers, subscribers and ultimately inbound leads. Generating valuable content requires knowledge, creativity, accuracy and a fast turn around.
For businesses of all sizes, b2b or b2c, that last attribute is often the toughest part. When it comes to content marketing, there seems to be a disconnect between marketers and the executive decision makers.
All to often, great content is produced for a business, internally or externally, and never gets posted- not because of the content quality, but because the business' decision makers were too busy to look it over and by the time they did, it was no longer relevant.
Businesses cannot eliminate executives for the content marketing process. The content being generated, whether on a blog, social media, webinar, wherever, is speaking directly to the public for that business. It is critical that the material is properly vetted by those that are in the right position to do so.
So how do you bridge this gap between marketers and executives? Simple, give the executives more time. Dedicate a company decision maker to the task of making timely marketing decisions and make sure that person isn't overburdened with other responsibilities. Doing so will cost more up front, but if you treat content marketing as a function of sales as it should be, the cost of such a setup may become a bit more palatable. Content marketing, when done well, will generate inbound leads and justify the use of the executive's time.
Of course, if your business is not in position to dedicate executive time exclusively to marketing, you should be regularly reviewing what lines of communication exist between your marketing team and the company decision makers.
If the current setup isn't working, Identify a communication channel that connects the two directly and that both sides check on a regular basis. Generally, email is not an effective means of getting a quick decision in most businesses, as executives tend to receive the most email and have the least amount of time to check it. I prefer face to face above anything else and phone a close second, but if you must make this communication electronic, inter-office tools like Yammer, Google Talk and SalesForce's Chatter are good alternatives.
The takeaway from this rambling post is that you need to be sure that your marketers are able to secure quick content decisions from your executive team. Address this by making sure the lines of communication are open and strong and you will be on the road to content marketing success.
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