I’m a big fan of content marketing – writing content geared to the needs of a specific audience. Content marketing gives the prospect the information they need when they need it (win for the customer) while nurturing prospects along until they’re ready to make a purchase (win for the vendor). More and more smart companies are doing it.

But a lot more either aren’t doing it or doing it poorly. That’s because it’s hard work and takes a lot of time, as I’m finding in my work with clients on sponsored Web sites and blogs. The effort and expense make it all the more important to target your efforts on your best prospects, and to measure the ROI of your efforts.

Things to know before jumping in:

  • Creating quality content takes time, ranging from finding a relevant subject, identifying the “news” angle you’ll pursue, and then writing it clearly enough that everyone can understand it. I find it takes at least an hour or two to knock off a worthwhile 400-600 word blog post.
  • Corralling internal subject matter experts is a huge time sink. The good ones are too busy doing “real” work on products or for customers to write. When they do, their copy usually needs editing for clarity and brevity. Again, think an hour or two of edit time per internal blog post.
  • If you’re running a single-sponsored site, it takes extra effort to sift out content that mentions competitors or that might otherwise ruffle feathers at the sponsor. This is true of course with any “custom” content but is more of a pain when your Web site is demanding fresh content every day.
  • Monitoring other social media for content to re-use or sources to tap also takes time – especially with the profusion of spam and redundant posts you see on Twitter. Just nuking the political crazies and work from home scams from my client’s Twitter feed is a half-time job.

All this is, of course, part of the inescapable value chain of creating quality content. (The ebook linked to here contains a more complete breakdown of all the costs.) I don’t describe all these obstacles to scare you away from content marketing, but to help you do an accurate cost-benefit analysis – and to target your efforts at a real business problem rather than trying to be all things to all people.

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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