Content Marketing’s #1 Problem

Content comes in many forms. It can be a company blog post or a paragraph on a product page. Content can be a whitepaper, article or report. It can also be a video, podcast or infographic. It can be a webinar, a PowerPoint presentation, a speech, an interview and more. In short, content can be just about anything. And in the world of online marketing, content is the reigning king.

You’d be hard pressed to find a company that doesn’t think there is some kind of benefit in producing content. Just about everyone knows, especially since the Google Panda update, that only useful and quality content is going to provide any real value to the reader and to the company that authored it. Generating quality content can do a lot of things for your brand. It helps establish your company as an industry expert and thought leader, it builds your trust factor with the search engines, provides inbound links to your site, turns you into a valuable resource for your customers and more. There is no good reason to avoid investing in a strong content marketing campaign.
Yet even as businesses large and small realize the importance of content marketing, many say the same thing as an excuse for not getting it done: no time. That is biggest obstacle companies must overcome to implement a successful content marketing campaign.

It’s easy to understand why many companies, particularly SMBs, would say they just don’t have the time to add content marketing requirements to the mix. Smaller companies don’t have the staff of larger corporations, and oftentimes their employees wear multiple hats. Three-to-five-person companies have enough to handle with just keeping the business afloat day-to-day; where are they possibly going to find the time to invest in content marketing?

While I understand the concern and time restraints, this doesn’t mean that a company can’t get the ball rolling on their content marketing campaign and let it grow. At the very least every business should be operating a company blog.

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Even if a company can only commit to getting two posts to go live each week, that is a huge step up from producing zero content. A blog post can be as short as 350 words, so they don’t require a huge time commitment. These blog posts will eventually rank in the search engines, increasing online brand presence. Having more content also helps build your trust factor with the search engines, which can positively impact your rank.

If you aren’t sure that you’ll have time every week to write a new blog post, why not get a few weeks ahead when you do have the time? That way, if you get unexpectedly busy your content production won’t be forgotten.

Companies could have a lot of content at their fingertips they aren’t even aware of, minimizing the time it take to produce new content. How many old conference presentations do you have that were only used once? Why not upload those to document sharing sites? Have any video clips of your company or its employees being interviewed?

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Post those to video sharing sites. Old newsletters are great places to look for article topic ideas and user-generated content like reviews and e-mails can be posted to your site to add content volume.

It’s true that time is money. But investing the time into developing a content marketing campaign is money well spent. The hardest thing to do is get the ball rolling. Many companies see how much content a powerful content marketing campaign can produce and think to themselves, “There is no way we’ll be able to do that.” You don’t have to keep up with every competitor to start your content marketing campaign. However, you won’t be able to compete at all if you don’t find the time and start making some great content.

About the Author
Nick Stamoulis is president and founder of SEO firm Brick Marketing. With over 12 years of industry experience, Nick Stamoulis shares his knowledge by posting daily SEO articles to his blog the Search Engine Optimization Journal and publishes the Brick Marketing SEO Newsletter, which is read by over 130,000 subscribers. Read Nick Stamoulis’ full PubCon speaker biography here.

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