This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
This is the fifth and final post in the series based on the transcript from the video - How to overcome the challenges of content marketing - from the May 2014 seminar, How to be an Effective Content Marketer.
Featuring a number of brand marketers who have established successful content marketing processes, this panel will discuss the challenges associated with content marketing and share strategies to overcome them.
- Todd Wheatland, Head of Strategy, King Content
- Anton Buchner, Senior Consultant, TrinityP3
- Luana Zugman, Senior Manager, Strategic Marketing — Legal, Tax & Accounting, Thomson Reuters
- Skye Murray, Marketing Manager, Robert Half Recruitment
In the previous post the panel discussed whether to outsource their content marketing or do it in-house. They also shared their experiences on the best ways they have found to carry out their content marketing strategies.
Today, the panel wraps up the presentation by sharing insights with the audience into what they can do today to make their content marketing efforts more effective.
What’s the one thing marketers can do to make their content marketing more effective?
Ed: Okay so before we open this up to the audience for questions, and if you have any questions, do think of them in advance. What’s the one thing that marketers here can do tomorrow to make their content marketing more effective?
If you could choose one thing, what would be the advice that you would want this audience to take away from your learned wisdom and experience in this field? Skye?
Skye: I’d say if it’s possible and one thing that has helped our content marketing become more successful, is if you can put it in the hands of your employees, do it.
Whether it be contributing to your social media program or writing blog posts for you or even from our perspective we have a content distribution tool that allows our employees to post our content to LinkedIn and Twitter and it just amplifies the message and really gets the content out there so I’d say if you can get it just out of the marketing and PR department and get everyone in the organisation on board, that’s a great start.
Ed: Recruit brand champions internally.
Ed: Yep, okay. Anton?
Anton: I would challenge you all to go back to the CEO or Chairman or MD or owner of your business, ask for the business plan, we have to dust this thing off out of a cupboard somewhere and go and find out what your mission, vision and values are for your business.
So what is the direction that your business is moving in, and then start to develop a content marketing strategy or framework or an approach that maps to that business vision and plan because otherwise it’s just short-term tactical stuff and we’ve all seen stuff.
Work out a strategy for your brand first
Ed: So work out a strategy for your brand first of all.