Author: Russell Sparkman / Source: EContent Magazine The failure to succeed in content marketing is quite often due to a crisis in confid
The failure to succeed in content marketing is quite often due to a crisis in confidence. And this crisis in confidence can lead to giving up too soon on your content marketing strategy and activities. I believe that this happens in large part due to an overall lack of appreciation that producing any content — text, illustrations, infographics, slide decks, podcasts, photos, and video — is an art.
And art is hard to do. Especially when it has to be done as an essential business activity, such as marketing and sales. It means having to produce art on a tight schedule at a pace that doesn’t allow much time for “artistic exploration.”
It also means there’s a lot of pressure to get it right, every time. All of this combines to exacerbate the fears that content marketing “artists” have about whether they’re creating the right art, or whether people like their art, or if enough people are even seeing their “art.”
The impact of this on the individual or marketing department is often to give up on a content marketing initiative before it’s had time to mature and achieve results.
Here are some thoughts about what to do to make sure you don’t give up too soon:
Do This Before You Start
Write your Strategic Content Statements. While writing a full content strategy and making editorial calendars are important, Strategic Content Statements are short, sweet and easy to do. These statements are essential to staying focused on the work ahead by instilling a sense of purpose to your work.