When it comes to content marketing theory and practice, it’s hard to dispute the fact that Joe Pulizzi of Content Marketing Institute is a top, if not the, go-to source. So when Joe gives advice, we listen.
“Five Content Marketing Problems (with Five Helpful Solutions)” is classic Pulizzi – written in clear understandable terms with a defined problem and advice you can actually implement. In this article he chides content marketers for being their own worst enemies, getting mired in problems that could easily be avoided.
Problem #1 — Jack-of-all-trades. Trying to use too many channels can leave you feeling overwhelmed, under-resourced and scattered. Solution: “Choose one channel and be great at it.” Whether it’s podcasts, research, print or another channel, pick one into which you pour the bulk of your time and talents.
Problem #2 – Content performance issues. We blush, but it’s true; if your content isn’t performing for you, what’s the point? Solution: “Get laser-focused on your customers’ desired outcomes. Instead of primarily writing about products or services you are trying to pitch, focus first on what the reader is looking to get out of the content you provide.”
Problem #3 – Lots of content, no audience. You tap the microphone and tentatively ask “Is this thing on?” You’ve forgotten to develop your audience. Solution: “Develop an audience acquisition program that combines organic and paid strategies. “
Problem #4 – Hamstrung by legal. The complex and never-ending chain of approvals required for compliance means content creation is grindingly slow. Solution: “Before you start executing on your content marketing strategy, create a “rules” document that both content team members and your legal and compliance teams agree to.”
Problem #5 – Big plans, small budget. Creating content takes resources in time and production. Solution: “Co-creation, or what Andrew Davis calls Brandscaping. The idea is this: Find noncompetitive companies that are also targeting the same customers as you, and work together to develop compelling stories.”
Joe has given content marketers a workaround to their most common objections, and basically told us all that we have no more excuses. Nicely done!