Never, Ever Outsource Your Content Marketing Strategy
Should you outsource your content marketing strategy? Don’t—unless you want your blogs, whitepapers, videos or webinars to blend in with those of your competitors. Good, effective content marketing cannot be outsourced. No matter how much you’re struggling to create a constant stream of content that effectively generates leads, keep it in house.
Let's be honest. All of us are racing to “produce quality content” and distribute it on blogs, Facebook, LinkedIn and other social platforms. But what does “quality content” really mean and why is so much of it failing to generate leads for B-to-B marketers? And what can you do to make sure your articles, videos, white papers and webinars (content) produce leads? Keep it inside.
Despite what “the experts” say, effective content marketing has less to do with frequency or how often you produce it. Blogging often (and getting that blog retweeted) earns the fleeting attention of prospects at best. Content that generate leads:
- Solves problems and/or dramatizes the emotional end benefit
- Is designed to induce behavior (sometimes addictive)
- Translates customer need (analyzes and feeds it back into design)
Eschew the “Experts”
Relative to these key success principles, having a constant stream of content emanating from your business will not produce sales. Despite what "the experts” keep saying, the most effective content is not that which gets discovered in search engines and gets people to your website. Nor is effective content that which has “your voice” or “reflects your culture” or “is authentic.” These qualities do not define effective content because they never have.
Content marketing is about as new as custom publishing (it's not new at all). The most effective content produces measurable outcomes—leads and sales. Period.
I can hear the social media gurus screaming. OK, OK. Are all those things I just mentioned important pieces of the puzzle? Yes. But over-focusing on them will cause you to put far too much faith in them.