Confab | Ann Handley of Marketing Profs: Embrace That You Are a Publisher

I don’t often blog keynotes anymore; there are lots of reasons, but that’s not my point here. I wasn’t planning to blog Ann Handley‘s talk this morning at Confab, but she is talking about something that is so important to me:

Embrace that you are a publisher.

Every organization today is in publishing. If you’re talking to your customers on a website or social media, you’re publishing. Handley compares it to having a child: You are now a parent, and it’s expensive and time-consuming and sometimes heart-wrenching, but it’s all worth it. Content is one of the most valuable assets you can create.

She quotes Joe Pulizzi saying, “The one with the most engaging content wins.”

Handley is showing some data from the great content marketing study that Marketing Profs and CMI put out last year, showing that 56% of B2B marketers struggle with creating valuable content or creating enough content — but the vast majority of B2B marketers are using content in their marketing.

From me: There’s not one right way to meet this challenge. Sometimes, the right answer is, re-structure your internal marketing department. Sometimes, you need to hire someone to add editorial talent to your team full-time. And sometimes, you should outsource to pull in resources as you need them. Regardless of how you staff your content need, you need a strategy to get started and ensure your success.

Many marketers think in campaigns, and one of the challenges people have when they get to the web is that there is no inherent end date. By creating a campaign framework for your content strategy, you’ll make it easier to fill in the blanks. Think about this pattern for your content strategy:

  • Business goal
  • Plan
  • Execute
  • Measure
  • Analyze and Repeat

Need help getting started? That’s the kind of thing we love to help with at Creekmore Consulting. Give us a shout.

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