For what seems to be a decade now people have been lobbying for content. Produce valuable content for your audiences, that is the key to success. At least that is what you read/hear. What they seem to forget is the marketing in content marketing.
This becomes an issue, a really big issue because:
- you focus way too much on creating content and therefore you pay way too much for amazing looking content that does not deliver the desired results because you do NOT know what the desired results are. You focus way too much on deliverables and not enough on marketing strategy and ROMI
- you lose klout within your organisation – what other teams care about is business results, not content shareability. Unless you can speak on how the content you as a marketer produce helps support their own KPIs, you will only be a team of one
- you hire teams skilled in content production, not in content marketing. And that is an error you will pay for dearly. You and the company you work for.
Content marketing needs more than just content. It needs strategy and goals, it needs structure and analytics, it needs long term planning and execution, it needs courage and processes, workflows, and zooming in on the entire sales funnel, not just the glitzy parts that produce vanity metrics that look good on paper, but deliver 0 ROMI.