It’s incredible to believe that these are the statistics we’re looking at as we sit on the cusp of a new decade, but here they are: 37% of B2B brands and 38% of B2C brands do not have a documented content strategy. To us, this seems like sheer insanity but there are plenty of reasons that these brands cite as to why they haven’t got a strategy in place. We’ve decided to have a look at the top 4 to see what holds up and what’s just nonsense.
- A content strategy is too hard because there’s a “lack of cohesion and coordination among departments.” (CMI)
We’ll start with the easiest myth to bust. Working in any organisation — big or small — comes with plenty of challenges. Making sure everyone is on the same page is definitely one of those challenges, but it’s not impossible to overcome.
First, make someone your point-person. Have all your content go through them — copy, images, ideas for content, all of it — rather than giving passwords to 10 different social media sites to everyone. This doesn’t mean that one person is creating all your content, it just means that one person is approving it, collating it, adjusting tone and making sure everyone is pulling their weight.
Second, get yourself an amazing project management tool. There are plenty out there: Asana, Trello, Wrike and Slack all have their benefits as well as their drawbacks. Choose the one that works best for your team and use it religiously. This way, everyone knows their responsibilities and all conversations re: content can be played out on that platform where everyone can see all the info at a glance, instead of creating 300 separate email threads.
2. “We have a small team, we just can’t manage it.” (CMI)
Small teams, we hear you! It can be tough to create content when there’s so much to be done by a small team already. There are advantages, however: your team is on the ground, right in the thick of it, always talking to your audience — they know what they respond best to.
The most important thing is that you don’t need to be implementing a hugely complicated strategy. Keep it small, consistent and manageable and soon enough, you’ll see the results. Your content could actually produce the sales you need to expand your team!
Of course, getting an agency on board is also an option to ease the burden on your team. It expands your capabilities and keeps you on the floor, doing what you do best.
3. Content gets hard when we have “no executive buy-in.” (CMI)
Content does not have to cost you an arm and a leg but, like most things, you can do more when you have more money to work with.
So, you need to show your investors the numbers they’re really interested in. Start with a small goal like increasing the number of visitors to your website and create content around that goal. Record your numbers before you start and then record your results after a week or a month of creating content for that goal. Offer it up as proof as to what content can do for your organisation.
Remember these stats too:
- Content marketing has 3 x ROI over paid search marketing (Oracle).
- 80% of consumers feel more positive about a brand after reading custom content (Demand Metric).
- Consumers are 131% more likely to buy after reading educational content from a brand (Conductor).
4. “We just don’t have the time.”
If there’s any myths on this list, it’s this one. If you’re posting content without a strategy in place, we can guarantee that you have experienced the last-minute scramble before. You know the one: when it’s 4.55pm and you still need to produce an article, social media copy and an image before you leave the office in 5 minutes?
If you approach content marketing like that, then you’ll never have the time. Of course, you could forgo content marketing altogether and you would definitely save some time but you would also be sacrificing a lot of relationships with potential customers.
Set aside a day or two to figure out a calendar of content (it doesn’t have to be full, it just needs to be well thought out) for the next month according to your goals. Then, spend the time pulling together copy, images, articles etc and schedule everything you can ahead of time.
When those last-minute things do crop up throughout the month, you’ll be in a better position to get them done and to slot them in at a time that works with your strategy, rather than against it. Content marketing will take up your time but there’s no reason why you can’t work smarter, rather than harder.
A lot of businesses are doing content marketing, they’re just not doing it consistently, efficiently or intentionally and they’re letting themselves down. Implementing a strategy can solve all of those problems.
Need help getting a strategy in place? Incredible Communications can help. Email us at http://www.incrediblecommunications.com.au/#contact or call 0414 711 107.