“Can’t we just plan as we go?”
“Why do we need a plan? I can give you some ideas right now.”
“Is a plan really going to help?”
No. Whatever. Yes. In that order.
I hear a lot of objections to doing content marketing planning the right way,
and these represent a few of the most common.
The fear of planning, or what I call planophobia, is fairly common. It’s
closely linked with commitmentphobia, or the fear of losing options.
For a moment, though, forget about why certain people or organizations are
scared of making concrete plans, and let’s focus on what’s likely to
happen in the absence of a content marketing plan.
Your editorial calendar will fall apart within 30 days
Sure, everyone is ALL fired up when you begin this content marketing
“thing.” Your marketing manager is going to write, your customer service
person is going to write … heck, even your controller has vol... (more)
I love strategic planning. That might make me one of the crazy ones, but when
done with the right people, strategic planning can be revealing, inspiring,
and dare I say it – fun.
In most companies, however, it’s not done often enough, thoroughly enough,
or with enough focus on particular issues or decisions. In those cases, the
process will fall flat, people will stop trusting the process, and the
outcomes will be difficult to measure.
We’re in the midst of different types of strategic marketing planning –
both formal and informal – for some of our clients and for Right Source
How much should I budget for content marketing?
When some companies answer that question, it looks something like this.
“We spent $40K on the website and $15K on that new marketing automation
software. We pay that SEO freelancer guy, I think his name is Chuck, like $2K
a month. The PR firm gets $5K a month. Last year, we did that video … what
was that, like $8K? (I still can’t believe that thing didn’t go viral.)
Oh yeah, those LinkedIn ads — I think they were $10K. Have we cancelled
those yet? Oh, and then there was that consultant guy, the dude from Digital
Heroes, or was it Di... (more)
Web 2.0 Journal
Whenever a conversation starts around the topic of social media, inevitably I
find a number of people that immediately question the value and want to see
some ROI numbers before getting involved. We’ve talked about both sides of
this discussion before in many posts, most notably Businesses: Stay Away From
Social Media If You Meet The Following Criteria and Social Media: Justify
Your Love With the Right ROI Approach.
Just today I came across this research in B to B magazine, which seems to
once again prove some value to social media activity, particular as it
Recently, I've seen a lot of studies about the lack of success of small
businesses in social media. In one eMarketer article alone they reference not
one but two of them:
Small businesses are not hitting it off with social media, according to an
August 2009 study from Citibank. More than three-quarters of US
small-business executives surveyed did not find social networks helpful for
generating leads or expanding their business.
According to an online survey by Internet2Go and MerchantCircle, 45% of
small-business owners use Facebook to promote their business, and 46% have a