On maybe a half dozen occasions this year, I’ve had the opportunity to sit
in a conference room full of people whose enthusiasm for content marketing is
at an all-time high. Having just been exposed to their company’s first
content marketing plan, the Kool-Aid flows, and everyone drinks it copiously.
While this is always a time for positive, hopeful thinking, I often wonder if
we make it clear enough that a content marketing transformation is not easy.
As the company moves from planning to execution, and again as it moves from
initial execution to ongoing execution, the bumps in the road are plentiful.
For those who want to put down the Kool-Aid for a moment, here are a few of
the bumps you should be prepared for.
It’s going to cost more than you think.
The planning fallacy tells us that not only will organizations underestimate
the time required to complete a task or... (more)
"I hear you guys are the social media gurus in this area. Can you help us
blow out our efforts on LinkedIn, Twitter and Facebook?"
These were seemingly innocent words from a prospective client, spoken just
last week. As we dug a bit deeper, the red flags started flying. He wants
help with social media only, and wants to address only those three
properties. He doesn't want us to worry about how the website, blog, search,
email or other areas might impact social media. He is concerned about
tracking the effort, but his tracking and measurement will focus on volume of
followers, f... (more)
“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 a... (more)
SEO Journal on Ulitzer
In Tuesday’s 5 Marketing Misconceptions That Need to Change post, Will
covered some of the misguided statements we hear from clients. If I only
had a nickel for every time we hear those types of statements….
In the spirit of fairness, I am determined to defend the marketers who make
these types of statements. Here’s what Will left out - often times these
misguided comments originate from an agency, consultant or service provider
that the company has put its trust in. So let’s look for some warning
If you hear your agency, consultant or service p... (more)
In last week’s post, we discussed the first step in the creation and
execution of a lead generation program: establishing the right mindset.
This week, we’ll cover an equally important step: building your roster of
stakeholders in the lead generation program.
Unfortunately, it’s far too common that this step looks a lot like the
following within small or mid-sized organizations:
[VP Marketing and CEO/CFO are wrapping up a marketing/budget meeting]
CEO: OK. Things seem to be stabilizing. You guys should have an
additional 50k to spend on lead generation next quarter.
VP Marketi... (more)