Getting Real About Content Marketing

We should do lots of things. But what we can actually do with the resources available to us -- that's what we need to focus on, and that's where we're going to have success.

Today, we're going to talk the reality of content.

The other day I followed along with a Twitter conversation hosted by the Content Marketing Institute. The topic was about the role of an editor in your content marketing, and I chimed in with a couple of statements. But what struck me most was the difference between what we should do and what we can actually do.

Content strategy, at its best, is a luxury that many companies can't afford (or choose not to afford) within their own teams. In many organizations, communications is seen as an add-on, as opposed to a role in and of itself. So the idea of separate content creators and editors, while ideal, is not exactly standard operating procedures in real life.

And it's not an issue that's restricted to just small companies.

To its credit, the Content Marketing World chat did serve as a venue where beleaguered communicators could vent their frustrations. Because most of us know that, in the industry, we wear lots of hats.

I've worked at a few companies over the years. And, almost uniformly, the path from creation to publication follows one of two distinct paths (often both in the same company): it's either immediate or it's a serpentine approval process that sucks every last fibre of interest, creativity, and value out of the content.

The former -- often restricted to social and blog posts -- is visceral; the latter -- usually in regards to web content and print pieces -- creates communal content that reeks of commonality.

For the most part, you're not likely going to have a writer and an editor. You may have marketers overseeing content, provided by a writer. You may have managers who 'sign off' on content, but many times these approvers don't have a writing or editing background themselves.

For content that has to go through the approval process, you're likely going to run into roadblocks with departments that don't understand the marketing aspect and insert their influence into content (tech reg, customer service, QA, sales).

But it also doesn't hurt to have some checks and balances there too! You can easily fall in love with your prose. You can have what you think is a great idea, but completely misses the mark (or, worse, doesn't align with your brand's voice/plans).

And, as I often say, a writer who edits his or her own work has a fool for an editor.

Ideally, you'll have a stable of writers (each with a vehicle specialty -- e.g. social, web, print) and a couple of editors, all well versed in the products and corporate goals, and conversant in brand guidelines.

Realistically, you've got one or two people who have to be all things to all people, responsible for multiple channels and multiple voices. In one job, I ghost wrote speeches for five different managers, wrote advertising, sales, and web copy, managed all the social media outlets, supported PR, and did all the internal communications.

That's the norm.

So what's the solution? How do you not just live and survive, but actually thrive?

Write What You Know

I don't mean just stick to the tried and true, but actively learn about the topics and companies you're writing about. Get to know people in other departments, talk about new products and services, pay attention in staff meetings, and read everything you can get your hands on.

From a content creation perspective, there are a tonne of stories within your walls. Whether you use them for an internal newsletter (people like reading about themselves), a blog, or PR (with approval, of course), understanding your environment gives you a better foundation upon which to build your content.

Participate in discoveries, ask questions, read background material -- know as much as you have the luxury of knowing going into a project and you'll increase your opportunities for success.

Trust Your Gut

If something bothers you with your content, don't just ignore that feeling. Sometimes, as we're writing something, the words just don't seem to add up. Asking someone for advice about a line or two isn't a bad thing. Sometimes we get immersed in our content and can't see the forest for the trees.

This also goes for your attempt to add humour, controversy, sarcasm, or criticism in your content. If you're not sure it works, ask a third party for his or her impression. The feedback can be invaluable.

Know Who Knows What You Don't Know

A content creator has to be conversant in a number of topics, but you don't have to be an expert in them. While a good writer can fake pretty much anything, that doesn't mean the end result is going to have any value. It may look good on the surface and read well, but without the depth, it's not going to leave an impression on a knowledgeable reader.

So lean on your team for help and advice. Better yet, ask them to write a blog or a review -- you can help make it more readable, but reaching out to fellow staff for support has numerous benefits: it increases the quality of your content; it helps you learn more about a topic, which pays off in the long run; and it helps show your colleagues that their expertise, talent, and efforts are appreciated and valued.

Don't Obsess

You are but one person. There's only so much you can do. The combination of deadlines, multiple priorities and responsibilities, speed, and lack of review/editing support can result in less-than-perfect content.

It's OK. Here's a tip: you'll never be 100 per cent satisfied with your work. You'll always read and re-read, seeing things you could have tightened up, improved, or said differently. Instead of lamenting those missed opportunities, learn from them and apply them to the next project.

Good isn't good enough. Great is. But perfect, while something to which you should aspire, is unattainable.

But Don't Settle

You may only be one person, but that doesn't mean you have a built-in excuse for less-than-quality work. You have an opportunity to diversify, grow your skills, and learn from a variety of media -- use it and you will get exponentially better. And, you'll find, the more you do, the better and faster you become.

Just focus, prioritize, and set realistic expectations -- for both yourself and your deadlines. And always keep the end user in mind.