SYS-CON MEDIA Authors: Pat Romanski, Liz McMillan, Yeshim Deniz, Elizabeth White, Courtney Abud

Blog Feed Post

What’s Missing in Your Content Marketing Approach?

Everyone’s a Publisher – and Collectively We Create Mass Amounts of Content

As you probably know by now from recent blog posts and Twitter streams, a number of our Right Source team members spent last week fully immersed in the Content Marketing World conference.  Kudos to Joe Pulizzi and his team for putting on a fantastic event –it ran so smoothly you never would have guessed this was the conference’s first year.

One session that really stood out to me was Thursday morning’s panel on “Content Marketing Metrics: Justifying Content Marketing Spending.”  The panelists addressed a topic I am passionate about – planning your content to align with buying cycles and buyer objections.   Two major points made by one of the panelists, social media and content strategist Jay Baer, were of particular interest:

Everyone’s a Publisher – and Collectively We Create Mass Amounts of Content

Jay hit the nail on the head by reminding everyone that “All companies now find themselves in two industries: the business they are actually in, and the publishing business.”  Jay just talked about this today on his own blog.  I see marketers and brands picking up on this, and agree that it’s a trend that will continue to accelerate.

Think about how much content you engage with on a daily basis and how much that has grown in the past quarter, 6 months and year.  We frequently cite a quote from Google’s Eric Schmidt that “Every two days now we create as much information as we did from the dawn of civilization up until 2003” – which is still astonishing to me every time I say it.

Where the problem lies is all too often companies don’t spend much time planning their content so that it is mapped to buyer personas, needs and objections. Instead (to borrow from a South Park inspired internet meme) they take the approach of:

Step 1 – Create Content

Step 2 – ?

Step 3 – Profit

As nice as that would be, content marketing simply does not work that way.

Content – A Part of Your Sales Team

To quote Jay again, another essential aspect of content marketing is that you “need to think of content as a way of handling sales objections – and baking original content around that.”   Effective content helps move your prospects through the buying cycle by overcoming objections.

Jay also stressed that you “build the action into the content at the end, and build with the end in mind.”  I’m glad Jay pointed this out as far too often I get to the end of a piece of content and there is no next step to continue to move me through a process and get me to take an action – instead it just ends.

Viewing yourself as a publisher without taking into consideration the ultimate goal of using content to grow your business you may ultimately find that instead of being in 2 businesses (the business you are in and publishing) you are out of business because you focused all your energy on publishing any content you could.

The Critical Missing Piece (Step 2)?

It’s getting that content in front of buyers with the messages you know resonate with them based on their role/persona, place in the buying cycle and needs/objections.  And of course to effectively execute Step 2 the hard work really comes before Step 1 – proper content planning.  With a smart content plan, well written content, and the right content delivered to the right people at the right time, content marketing truly becomes one of your sales team’s most effective weapons.

Agree? Disagree? How have you aligned your content marketing strategy with your buyers? Please share your thoughts in the comments below.

You can also learn more in our recent webinar, What if You Build It and They Still Don’t Come? – The Anatomy of a Content Marketing Strategy.

Image Source

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
Platform9, the open-source-as-a-service company making cloud infrastructure easy, today announced the general availability of its Managed Kubernetes service, the industry's first infrastructure-agnostic, SaaS-managed offering. Unlike legacy software distribution models, Managed Kubernetes is deployed and managed entirely as a SaaS solution, across on-premises and public cloud infrastructure. The company also introduced Fission, a new, open source, serverless framework built on Kubernetes. These ...
Serverless Computing or Functions as a Service (FaaS) is gaining momentum. Amazon is fueling the innovation by expanding Lambda to edge devices and content distribution network. IBM, Microsoft, and Google have their own FaaS offerings in the public cloud. There are over half-a-dozen open source serverless projects that are getting the attention of developers.
As Apache Kafka has become increasingly ubiquitous in enterprise environments, it has become the defacto backbone of real-time data infrastructures. But as streaming clusters grow, integrating with various internal and external data sources has become increasingly challenging. Inspection, routing, aggregation, data capture, and management have all become time-consuming, expensive, poorly performing, or all of the above. Elements erases this burden by allowing customers to easily deploy fully man...
IT professionals are also embracing the reality of Serverless architectures, which are critical to developing and operating real-time applications and services. Serverless is particularly important as enterprises of all sizes develop and deploy Internet of Things (IoT) initiatives. Serverless and Kubernetes are great examples of continuous, rapid pace of change in enterprise IT. They also raise a number of critical issues and questions about employee training, development processes, and opera...
The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential. DevOpsSUMMIT at CloudEXPO expands the DevOps community, enable a wide sharing of knowledge, and educate delegates and technology providers alike.
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility.
This month @nodexl announced that ServerlessSUMMIT & DevOpsSUMMIT own the world's top three most influential Kubernetes domains which are more influential than LinkedIn, Twitter, YouTube, Medium, Infoworld and Microsoft combined. NodeXL is a template for Microsoft® Excel® (2007, 2010, 2013 and 2016) on Windows (XP, Vista, 7, 8, 10) that lets you enter a network edge list into a workbook, click a button, see a network graph, and get a detailed summary report, all in the familiar environment of...
Technology has changed tremendously in the last 20 years. From onion architectures to APIs to microservices to cloud and containers, the technology artifacts shipped by teams has changed. And that's not all - roles have changed too. Functional silos have been replaced by cross-functional teams, the skill sets people need to have has been redefined and the tools and approaches for how software is developed and delivered has transformed. When we move from highly defined rigid roles and systems to ...
The Kubernetes vision is to democratize the building of distributed systems. As adoption of Kubernetes increases, the project is growing in popularity; it currently has more than 1,500 contributors who have made 62,000+ commits. Kubernetes acts as a cloud orchestration layer, reducing barriers to cloud adoption and eliminating vendor lock-in for enterprises wanting to use cloud service providers. Organizations can develop and run applications on any public cloud, such as Amazon Web Services, Mic...
Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. It even comes with Prometheus to store the metrics for you and pre-built Grafana dashboards to show exactly what is important for your services - success rate, latency, and throughput. In this session, we'll explain what Linkerd provides for you, demo the installation of Linkerd on Kubernetes and debug a real world problem. We will also dig into what functionality you can build on ...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Implementation of Container Storage Interface (CSI) for Kubernetes delivers persistent storage for compute running in Kubernetes-managed containers. This future-proofs Kubernetes+Storage deployments. Unlike the Kubernetes Flexvol-based volume plugin, storage is no longer tightly coupled or dependent on Kubernetes releases. This creates greater stability because the storage interface is decoupled entirely from critical Kubernetes components allowing separation of privileges as CSI components do n...
With container technologies widely recognized as the cloud-era standard for workload scaling and application mobility, organizations are increasingly seeking to support container-based workflows. In particular, the desire to containerize a diverse spectrum of enterprise applications has highlighted the need for reliable, container-friendly, persistent storage. However, to effectively complement today's cloud-centric container orchestration platforms, persistent storage solutions must blend relia...
Applications with high availability requirements must be deployed to multiple clusters to ensure reliability. Historically, this has been done by pulling nodes from other availability zones into the same cluster. However, if the cluster failed, the application would still become unavailable. Rancher’s support for multi-cluster applications is a significant step forward, solving this problem by allowing users to select the application and the target clusters, providing cluster specific data. Ranc...
AI and machine learning disruption for Enterprises started happening in the areas such as IT operations management (ITOPs) and Cloud management and SaaS apps. In 2019 CIOs will see disruptive solutions for Cloud & Devops, AI/ML driven IT Ops and Cloud Ops. Customers want AI-driven multi-cloud operations for monitoring, detection, prevention of disruptions. Disruptions cause revenue loss, unhappy users, impacts brand reputation etc.