The problems of content marketing apply to you as a marketer whether you’re actually practicing “content marketing” or not.
In any enterprise, there’s a New York Times-scale amount of content getting produced.[i] And your customers are hoovering up content (from a brand or otherwise, in many channels, interchangably) and making decisions based upon it.[ii]
That means you’re in the content business. And the more customers control the purchase path, the more marketers find themselves in the content marketing business.
Which means you will be dealing with the problems content marketing creates. Two of these problems are particular to marketing teams and governance. These are best explained with analogies:
The Menu Problem – How content gets conceived and planned
The Sausage Problem – How content gets made and delivered
The Menu Problem
Marketers don’t have much experience running editorial organizations. This is best reflected in the low percentage of marketers who report that they follow a content marketing strategy.[iii]
A strategy is necessary.[iv] And no one is taking the responsibility to make one.Read more