Content Marketing is becoming increasingly popular with marketers, that’s down to the fact that it not only increase your leads and sales, but it will also turn your customers into advocates.
Companies big and small have been adopting content marketing into their overall marketing scheme and it’s not something to shy away from.
Despite it being extremely popular, some companies simply aren’t ready for it.
This article will highlight the 5 most common reasons why your company is not ready to start content marketing.
#1 – Your company won’t invest any money into content marketing
No matter what others say, content marketing is far from free.
Not only does it require quite a bit of time and dedication, you will often find the need to purchase images or advertising.
There are methods you can employ to reduce these costs, but generally speaking, you get out what you put in.
#2 – You are required to tie it back to creating value (ROI)
Content marketing and social media marketing are two very different animals to traditional marketing.
With traditional marketing, you could invest a certain amount, know exactly how much of that turned into leads or complete sales, and therefore know whether you make a profit through that marketing channel.
If you are required to continue this with online marketing, be it content or social, you are very likely to struggle.
That’s because you can’t apply the same rules to online marketing.
Don’t get me wrong, you can attract leads and sales then follow them through the sales funnel, but the online marketing is much more than that.
It’s about building a community, building advocates who will promote your company to others, building relationships with your customers so they come to you instead of a competitor.
It’s not “spend X, get Y back”.
It’s more like “Spend X, get Y back plus P new advocates and Q links from R sources as well as S keywords being ranked in the top 5 on Google, T people helped with support issues, U new visitors to our website, V more followers on our social media channels and W new email signups.”
#3 – The company isn’t prepared to become a publisher
When you embark upon content marketing, you are no longer the same company as you were before.
Whether you like it or not, you are now a publisher.
You have to create regular content – that’s the whole point.
The content can come in many forms from text, video, audio, giveaways, posters, infographics, email, anything. But you must be creating content.
Many business owners or managers can’t grasp this concept when starting and if they don’t, you will quickly find your no longer doing content marketing any more as it takes up too much time.
You need the team behind you – especially the people at the top of your companies ladder.
If they aren’t on board, you are going to have a big uphill struggle on your hands.
#4 – You don’t have the resources to make changes quickly
Part of content and social media marketing is being reactive. That means when something new comes out, you jump on it and make the most of it.
That news might not be external – e.g. Facebook has just launched their revolutionary something or another – it might be that you have just launched a new product, or are going to be holding a new webinar next week.
You need to have the resources to make changes quickly.
That could be new copy for your website, new images, a new signup form or landing page.
Whatever it is, you have to have the resources available to be able to deal with it, or you will fall behind.
#5 – Your company must stay hidden behind your legal team
This last point is a bit of a sticky one, it’s normally an issue for the bigger companies, however some ‘careful treading’ companies will fall victim to it too.
If all the content you make has to go through your legal team, then you’re not going to get out of the starting blocks.
Your content will be stale as you can’t take a controversial opinion on anything to get people talking, your processes will be slow as you will have to confirm everything.
All in all, it’s not going to work.
Content marketing isn’t clear cut like traditional marketing. It’s OK to tell both sides of the story, but it’s better if you can be controversial, or put your own voice on the content.
Content marketing is a great asset for the majority of companies who undertake it. But without your team, company and resources backing you up, it’s going to fall flat.
These are the situations where planning is vital, but not only do you need to plan how you’re going to create your great content, you also need to plan how you’re going to convince your seniors why they should be backing you.
Do any of these points sound familiar to you? Let me know in the comments below.