Content scares marketing directors

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.