Recently, I was asked “How do we take our Content Marketing strategy to the next level?” On careful inspection of the content marketing efforts of this organisation, it was clear that a significant aspect was missing; Content Marketing was occurring as a separate entity. The marketing team, the content team, the research team, the sales team had no idea what content marketing was doing and content marketing was churning out results without any consideration of the undeniable puissant effect of working closely with other divisional teams.
We have since implemented the strategy, and almost immediately, engagement and sales went up.
The take home – Content Marketing is not an isolated activity. Get everyone involved, hire smart people with a long term strategic approach and begin producing high quality content that is scaleable and sustainability.