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.
For instance, take frequency. Making content marketing produce sales is not purely (or even mostly) a numbers game, nor a matter of how much attention you earn from search engines or blog visitors. Believing this to be true will only cause you to—that’s right—outsource it!
The Key to Success
If leads and sales are what you’re after with content marketing, then you’ve got to come to grips with the truth: Effective webinars, blogs, videos, etc., take your target market beyond the realm of useful information. Sure, providing information is essential but you’ve got to go the extra mile—you’ve got to provide new, previously unknown knowledge that tells customers how to avoid risk or exploit opportunity.
Think about it this way: It’s difficult enough to hire an employee that a) understands this concept; b) knows enough about your competitive environment to know how and where to find what your customers truly need to know; c) can actually execute the research needed to produce effective (behaviorally provocative) content—and produce it over time. Good luck finding someone on the outside who can do all of that well enough!
Want your content to look like your competitors? Just outsource it to people who repackage information your customers already know. They’ll take your money and in return pass off what they create as thought leadership or insightful information. And then you’ll pass that junk on to your customers.
The Honest Truth
Ninety-five percent of content marketing is generating worthless information that everyone already knows surrounded by buzzwords. Need proof? Search the Web for whitepapers and give them a scan.
“I’m a huge fan of earned attention,” says Edward Boches, chief innovation officer at Mullen. “And owning content. And being in the publishing business. But the one downside of everyone and anyone—and that includes brands and companies—being a content creator is that just like cable television, the good stuff becomes a smaller and smaller percentage of all that’s out there.”
Want your content to produce leads and sales? Hire people who know how to produce written or multimedia materials that make readers/viewers say, “Hmm, I never thought of it THAT way … that’s scary” or “I see the opportunity in that, I better get in touch with these people to take action!”
This is what good social media marketing and content marketing does—induces responses that you can nurture toward an eventual sale.