One of the biggest challenges I see today with content marketing is that it is largely a tactical solution to a tactical problem.
Many so-called approaches to content marketing are merely just content. Or worse, they are campaigns.
An e-book is not content marketing. A landing page with content on it is not content marketing. A YouTube video of your advertising campaign is not content marketing.
Content marketing is not going away. But it needs to become institutionalized and understood as a strategic approach to marketing across the enterprise landscape. Consider the facts that content marketing is the top priority for many CMOs and yet most have no idea what to do about it.
More content is not the answer. And Technology is only part of the answer. Marketing leaders need to establish a culture that delivers customer-focused content continuously. I guess I could have titled this postThe 4 Cs of Content Marketing?
But those words are all important: Culture that delivers customer-focused content, continuously. I could add that the content should be delivered across all the channels your audience uses, should igniteconversations and drive conversions. So now we’re up to The 7 Cs of Content Marketing.
In order to make content a strategic solution to a serious challenge inside your business, you have to start with defining the problem and then building the business case to solve it.
Content Marketing Is A Strategic Solution To A Strategic Problem
