Content doesn’t sound that scary, huh? But some marketing directors struggle to understand the framework of content marketing efforts as they come from very old school marketing backgrounds.

There’s a lot of effort required in finding proper content writers (we suggest more than 50% of writers would not make the content marketing cut – they simply can’t write to the required standard). Once writers are recruited, assignments need to be planned and marketing directors struggle with the concept of non-promotional wording. Finding something relevant to their audience is a fine art form, mixing great research with creativity.

Editing then takes place (more recruitment needed) before the marketing director’s review. This could include sign-off from others – for instance, the CEO whose name will go on the piece as the author.

Finally, the content needs to be distributed on email, social media and traditional media.