All of the interest and investment in this new discipline is based on the idea that your organization is no longer in the business of just making and selling products or services.
It’s the result of buyers becoming much more discerning and educating themselves about products and services before they actually buy.
More than ever, people turn to the Internet and their social networks to find answers and solutions to their challenges or problems. They’re dismissing providers that aren’t helpful and are ignoring companies that are all hard sell or just plain boring.
The promise and attraction of new.
So, if you buy into the Content Marketing premise, it goes something like this:
Your organization is now in the content businesses.
As a result, you need to become a supplier of education, insights, and tools that prospects + customers will find relevant and valuable in helping them research, choose and use your solution.
Sounds kinda cool, right?
But there are a lot of critical questions that are easy to gloss over in the march to this new marketing nirvana. For example:
- How exactly does a company move from becoming just a promoter of their stuff to a provider of helpful insights?
- How does a brand become a continuous publisher of content without hiring a team of former mass media journalists?
- How does an organization sustain a long term effort like this?
- What technology, tools and skills are essential to succeed?
The significant transformation to become a publisher is a huge challenge for just about any businesses—especially B2B companies. Because in those kinds of organizations, the attitude prevails that solutions are so complex and sales cycles are so long that the majority of time and effort is focused on explaining why their solution is better than a competitor.
Not much bandwidth is left over content marketing—or on the job training on how to figure out how to actually get it done.