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What are the greatest challenges to content-driven marketing at your business?
Marketing experts, including those speaking at the Focus Interactive Summit on June 29 (register now: http://focus.com/c/B2E), increasingly agree that content is critical to success with more "conversational" marketing. How is your company creating and distributing content in support of its marketing efforts? What's working, what's not and why?
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2 Answers
Having hundreds of experts on your website continually adding web content is how we solve this challenge.
We distribute the new information in a email template to each expert's contacts, to our contacts via our bi-monthly eNewsletter and to our complementary experts contacts via their email blasts with their new information as well as our affilates feature much of our expert's articles, blogs, videos, podcasts, ebooks, etc.
Coming from a small start up company we are currently facing issues with just having enough resources to do everything.
Our current marketing mix that is focused on content generation includes affiliate marketing (content to be generated for affiliate sites about our site), article marketing (new articles to be written and published on various platforms on a regular basis), SEO (all marketing material and content written is optimized for our keywords), email marketing (promotional email writing to reach out towards new potential customers informing them about our brand), newsletter and other client communication (tying together all the promotions and news so our clients are up to date) social media (twitter and facebook updates on a regular basis throughout each day) and blogging (daily updates on promotions alternated with the musings of our lovely Cheryl).
So personally, for us, the main problem is not getting it out there, its having enough people generating high quality content that follows our brand's tone of voice and message in a way that we are happy with (one of the reasons we have not yet looked into outsourcing any of this, the other one is cost).
We aim to tackle this problem by having clear marketing calendars with all the tasks that need doing for each week/month and then regular follow ups on what results were achieves thorugh these actions. When you work with as much content as we have, and generate as much new stuff as we do each day you need proper control over it.
Having control over the content will also help you reuse some of it later on in modified versions, increasing your ROI from your time invested in generating it.
Main thing though, track it!! No tracking/measurement, no idea how successful it was or if it was even worth your efforts...
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