The study of this topic is both overwhelming and underwhelming all at the same time. Content Marketing is constantly on my mind…Mixing, Sizzling and Shaking around in there, a tumultuous fizz, about ready to blow!
Does anyone really get it in a truly schooled way, I wonder, or is it just a big fat experiment in the ever-elusive chase for profits?
The thing I’ve found is the formula varies around the expert sites, though many agree in terms of the general outline. You know the story…strategy, plan, execute, measure and evaluate.
And then there’s chapter two, the one filled with: inform, educate, entertain, enlighten and most importantly, solve a problem…be useful while you write it.
So sure, they’re throwing out a lot of those same terms, with a variety of explanations as to what they mean by them.
There’s just so much information to work with, which brings me to wonder, are you set with your fantabulous content marketing plan yet?
They (the content gurus, kings, and queens) all discuss the mega impactful detail they call: engagement; but, frankly, that is the wishy-washiest concept among all of the moving targets of what great content is really made of.
And for another thing (or two), I feel a little like one man’s quality in content is another man’s junk and let’s not even delve into the theory of relevance because that’s just one more of those sliding measures, if you know what I mean. What’s relevant today is not tomorrow and what’s relevant to my ideal customer today may not be by tomorrow, either.
Then there’s the connect, convert, optimize and don’t forget your SEO school of effective content. There’s SERP and sharing and likes and social…sprinkled about with a jolt of analytics, A/B Testing, heatmaps and a MailChimp thrown in.
Are you starting to get dizzy yet too?
Well of course you are. Unless you’re one of those content gurus, kings or queens that I’ve been referring to as “they” and “them” that is.
Here’s my take for people who understand the idea of using content marketing and its potential benefits for the future of their business.
Because small businesses, like me, want and need to get a content campaign going but don’t have a crack corporate marketing team or the bulging white collar budget…oh and don’t forget the state-of-the-art tech department of high-powered IT and computer systems, complete with a genius geek, to go along with each…yet still want to make their mark. But is it even possible?
I’m going to say it is. But maybe I’m just an optimistic kinda guy.
Or…this is more the point…I’ve been in and around business long enough to see a slightly different way to attack the situation.
And while I do think all the concepts and processes above are probably in truth quite important, even crucial, and will even admit that you should consider all of this “wisdom” and learn even more, I want to suggest you start backwards.
Why not? You’re dizzy, anyway, right?
By start backwards, I mean, work from the core out.
I’ll explain exactly what I mean and exactly how working from the core out and well, backwards, can benefit your strategic planning processes and strengthen your content marketing, overall.
So, if your brain is about to have a content marketing explosion too, you just might find the next part of this discussion to be calming and relevant, so I hope you can tune in. Comments, so far?