The Two Things Content Marketing Fails Without
March 5, 2015
In every company, teams exist only for as long as they deliver value to the organization. If, for example, sales stopped generating revenue, most businesses would find some other way to accomplish that objective. Content marketing is no different, says Kapost Senior Director of Content Marketing Jesse Noyes.
The problem is, creating value in content marketing isn’t as simple as it seems — and it’s certainly not as easy as publishing content ad-hoc. In fact, as Noyes explains in the video below, content marketing success often requires a delicate balance between production and creating accountability and visibility around process, purpose, and results.
Visibility & Accountability: The Two Things Content Marketing Fails Without
Key Takeaways
- To achieve buy-in, everyone needs clear line-of-sight to the end product. When leveraging team members from other functions or levels of the organization, you can’t just create an assembly line where each person focuses only on their goal and their output. To create true buy-in, everyone on that assembly line must be accountable to a greater goal and understand their role in delivering a valuable end product.
- Without accountability, content marketing won’t be a priority. Very few people within an organization are explicitly tasked with creating content. The vast majority have other tasks, priorities, and goals to worry about. If you fail to keep those people engaged and accountable, they’ll lose interest and your content marketing strategy will fail.
- Create workflows that allow everyone to understand the overall strategy. It’s not enough to just come up with a campaign and decide what you’re going to address. You must also develop a clear process that answers some key questions. How will the content actually be created? How will it be distributed through a specific channel? How will you measure results? This workflow shouldn’t be re-invented every time you create content; it should be one that you build once and optimize over time.
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Photo by: Chuck Olsen