3 Hard Content Marketing Truths

3 Hard Content Marketing Truths. This week, I’m on a pilgrimage in the desert. No, not the one my Jewish nana really wants me to take; it’s the one my CMO (very easily) talked me into—the SiriusDecisions Summit in Las Vegas, which secretly has the reputation as one of the most insightful marketing events on Earth. Good content marketing is hard As most content marketing surveys tell us, everyone is investing in content by now. Most marketers accept that quality content is an essential part of effective digital marketing, but relatively few folks are doing it well. A great hire can help, of course, but that needs to come with a commitment to building a strong content strategy from the ground up. For large brands that struggle to handle all their content floating around, a content audit is a good place to start. Great methodology #SDSummit pic.twitter.com/TMr0T49XcJ The importance of auditing and managing how content is used across the enterprise came up again in Contently’s case study with Manulife. It involves going beyond content strategy basics (“this is the content we’re going to create, this is where we’re going to publish it”) to advanced content strategy (“here’s the role that content plays in every aspect of our larger marketing strategy.”) Admittedly, the framework in the tweet below may seem a little frightening at first. (Which is part of the reason we’ve committed to developing a content strategy with all of our clients and plan on incorporating a lot of our favorite aspects of the SiriusDecisions model.)