We hear it all the time especially in the era of the social web. Strong content planning and delivery help win the day in the Internet space. Of course, there is grandfather of all content phrases “Content is king!” and in many ways it’s a cliché for a reason. Content is critical for online marketing success and people know it but they also know how hard it is to do well.
eMarketer reports on a survey done in March by HiveFire called the Content Curation Adoption Survey 2011 (I have never been a fan of the term content curation. Are we working in an online museum?) and it shows that marketers know the value of strong content creation and distribution.
It’s the reality part of the content marketing equation that causes the simple “Just create great content on a regular basis!” mantra to stumble a bit because, let’s face it, generating high quality content ain’t easy.
In fact, it’s one of the most frustrating aspects of the whole Internet marketing game for companies of all sizes. The word that is preached is that you need to be a content creating machine to win but there aren’t many companies that even know what existing content they have let alone the resources to generate new, relevant, high quality content regularly. The survey went on to examine the biggest obstacles for marketers.
Looking at these reasons there are no surprises other than the first two are quickly becoming more like excuses. I say that because there is ample evidence that content creation has become a critical component of the marketing mix. When something gets to the point where it is a necessary activity vs. something that would nice to do, marketers need to find ways to get it done. If they don’t, they really are not doing their job.
So what are the biggest obstacles that hinder your content creation and distribution needs? Is this area of marketing so important that you need to put other things aside to make the time to get this done or is it something you just wish you could really dive into? Can you put being a content generating machine aside and still succeed online?