Rethink Content Marketing

When you think of content marketing, what comes to mind? For many, it’s content performance or outcomes. It’s easy to associate content marketing solely with the results. 

But what about the journey to the outcome? What happens then? This article looks at precisely that – the journey. We’re rethinking the approach to content marketing. So read on if you’re ready to revolutionize content marketing.

The Traditional Way to View Content Marketing

Antiquated ideas persistently hinder marketing progress. Three fundamental misconceptions will dominate the landscape in 2023, posing significant challenges to the industry's evolution.

Content Marketing as a Tactical Subset

Despite marketing's evolving nature, a prevalent misconception prevails—many businesses still perceive content marketing as a mere tactical subset, divorced from the broader marketing strategy. This fragmented perspective inhibits the seamless integration of content into overarching campaigns, limiting its potential impact.

To address this, organizations must recognize that content is not just a component but a linchpin connecting various marketing facets. By embracing content as an integral part of the overall strategy, businesses can unlock synergies and maximize the effectiveness of their marketing endeavors.

Marketing Measurement as "Proof of Life"

The metrics landscape in marketing often suffers from a misguided focus. Instead of embracing measurement as a potent tool for developing deeper relationships with audiences, it is frequently reduced to a mere "proof of life" – a justification for expenditure rather than a source of valuable insights.

Shifting this paradigm requires a fundamental reevaluation of measurement's role. Metrics should not merely serve as a numerical justification but as a means to understand audience behaviors, preferences, and sentiments. By leveraging data for meaningful insights, marketers can craft strategies that resonate with their target demographic, fostering genuine connections.

Content as Everyone's Job

Another persistent myth hindering progress is the belief that content creation is an attribute inherent to everyone's job rather than a specialized discipline requiring dedicated resources and processes. This misconception leads to a lack of accountability, diminishing the strategic value of content within an organization.

To overcome this hurdle, businesses must acknowledge content creation as a specialized skill set that demands expertise and dedicated resources. By establishing clear roles, responsibilities, and processes for content creation, organizations can elevate the quality and relevance of their content and ensure it aligns seamlessly with overarching marketing objectives.

The Paradox of Technology in Marketing

Despite technological advancements, productivity in marketing has experienced a decline. Gartner's 2023 CMO spend survey revealed a paradox where marketers, under pressure to cut martech spending, simultaneously identified technology as the primary new investment. The casualty in this scenario is human labor, as marketing teams struggle to cope with the demands of digital assets, channels, and technology tasks.

Break Free from the Efficiency Trap

To escape the efficiency trap, businesses must challenge these outdated beliefs and embrace a more structured and proactive approach to driving lasting change.

The Efficiency Trap often stems from an overreliance on outdated methodologies. Organizations can position themselves strategically for sustained success by fostering a culture of continuous improvement and adapting to evolving industry dynamics. This involves identifying inefficiencies and cultivating a mindset that prioritizes innovation, flexibility, and adaptability.

The Power of Belief

Beyond altering processes, a profound belief shift is essential for enduring transformation. Organizations must collectively believe in their ability to evolve, innovate, and adapt.

To strengthen this belief, leaders should invest in ongoing education and communication, fostering a culture that embraces change as a constant. This cultural shift enhances organizational resilience and empowers individuals to contribute actively to the transformative journey.

Lead Change Across the Belief Bridge

Implementing systematic change requires leaders to guide the organization across a metaphorical "Belief Bridge." This demands a visionary approach that transcends traditional norms and demonstrates, sometimes from outside the system, that change is not only necessary but achievable.

Leaders must act as catalysts for change, inspiring teams to overcome resistance and embrace new paradigms. By showcasing tangible examples and celebrating early successes, leaders pave the way for a broader organizational shift. This process involves aligning individual beliefs with overarching organizational goals, creating a harmonious transition toward a more innovative and adaptive future.

Cultivate Beliefs in Content Creation

In content marketing, dispelling the pervasive belief that the creative process is elusive and unmeasurable until content reaches the audience is paramount. This perpetuates the misconception that creativity is akin to magic, happening spontaneously and efficiently.

Organizations should invest in comprehensive content planning and ideation processes to debunk this myth. This includes setting clear objectives, conducting audience research, and establishing metrics for creative success. By adopting a systematic and data-driven approach to content creation, businesses can ensure that creativity aligns seamlessly with strategic goals and resonates effectively with target audiences.

Learning from Media Operations

Contrary to the misconception that creativity is unpredictable, media companies have well-established processes for ideating, creating, editing, and delivering content. As marketing transforms into a continuous media operation, organizations must recognize the imperative of infusing the creative process with the same rigor as post-publishing activities.

Learning from media operations involves studying and adapting proven content creation methodologies. This includes integrating agile content development processes, fostering cross-functional collaboration, and utilizing data analytics to refine creative strategies. By embracing the structured approach employed by successful media entities, businesses can elevate their content creation capabilities and maintain a competitive edge in the evolving marketing landscape.

Embracing a Strategic, Repeatable Process

While the past few years focused on building the rationale for content usage, the next phase should center on developing a strategic, repeatable process for generating impactful ideas. This shift begins with the belief that such a process is feasible and essential.

To thrive in content marketing, businesses must redefine their beliefs, prioritize the creative process, and acknowledge that true transformation requires a departure from outdated norms. The journey starts with a belief in the possibility of creating content and a strategic, repeatable process for creativity and execution.