Still feeling frustrated by your content marketing program? Trust me, you’re not alone.
Yes, nearly 65% of B2B marketers report they’re having more success with content marketing this year compared with last, according to the latest CMI research. Taken with last year’s similar result, that’s a positive trend.
But let’s take a moment to acknowledge the 35% who haven’t gotten there yet.
And to admit that “more success” doesn’t mean our collective frustration is resolved.
Beyond the Hype
Look at where content marketing sits in the latest Gartner Hype Cycle – pretty much as close to the bottom of that trough of disillusionment as you can get.
CMI founder Joe Pulizzi lays out what this cycle means so eloquently that I’ll simply point you to his explanation. Being at the bottom of this trough isn’t so bad. It simply means the content marketing industry has passed both the inflated-expectations and the punctured-expectations phases.
Contently’s Joe Lazauskas captures the surprising optimism of the post-hype moment in his article The Future of Content Marketing Isn’t Content Marketing:
Brands are finally realizing that great content has to be integrated into every part of their marketing and communications strategy. And as a result, what those brands need to run a successful content program has drastically changed.
I argue that who you need for content marketing success is equally important to consider. (Spoiler alert: Look beyond your content and marketing staff.)
In fact, if your organization’s perception of content marketing is flirting with disillusionment, getting the right people involved can speed the climb to enlightenment. After all, it may not be The Princess Bride’s Pit of Despair, but no one wants to stay there too long.
Make it a team sport
I’m certainly not alone in thinking that content marketing takes a village. In a recent CMI webinar, B2B Marketing Academy co-founder Peg Miller mentions that key differences between successful and less successful content marketers revolve around a cross-organizational commitment.
Getting the whole company involved matters because it lets content marketing programs scale.
“Use your sales team and your post-sales team as idea (generators), a distribution channel, and advocates inside the organization,” she advises.
Easier said than done, right?
Teach your sales team first
Getting the attention of busy (and skeptical) sales teams always takes effort (and, often, executive support). But it’s essential, says Marcus Sheridan. He should know. After rising to content marketing fame for using a blog to save his pool business (during…
