Content S-Content Marketing


I have two frustration when it comes to content marketing and I want to get them off my chest.

1- Content Marketing – Are you Kidding Me????

When content marketing became more of a buzz in the industry, I did not really understand what it was all about. To learn more, I actually asked a candidate during an interview and she said to me something along these lines of what you find here:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”

To which I naively asked “so, what is non-content marketing???”. I was actually genuinely surprised as my whole background at the time (2 years ago) was in product management and product marketing and I took it for granted that one had to know the product well and had to communicate its value to prospects by producing great, high-value content.

So, my attitude towards content marketing was and still is “are you kidding me”?

How else do you market a product/service/solutions without wasting yours and other people’s time???

moving on…

2 – Content Distribution

At MobileIron I have a different problem when it comes to content marketing: we have too much of it!.

My team has turned into a powerful, relentless content generation machine, moving beyond traditional content types such as white papers and weinar and fully embracing more modern type of communication suchs as video and info-graphics. We develop most if not all our content in house.

You can see examples here: iOS7 launch and BlackBerry Migration.

My main problem is getting this content to the right people at the right time. Starting from our sales and partners organizations all the way to customers and prospects. This problem is made worse by the fact that the EMM market is moving at an unprecedented speed and content often becomes obsolete pretty fast which makes it is hard to bring prospects and customers up to speed and keep them up to date about the industry and our products.

To address this problem (and my frustration :), I asked my content producers to switch their focus from 80% content production and 20% content distribution to the other way around.

Content Marketing

As a team, we need to make sure that the most valuable content we produce actually makes it into the hands of our customers and prospects. We need to measure what adds value to our prospects and do more of that. I feel like we have a good handle on what works. We just have to spend more time and effort promoting our content to the right audience.

It is not about content marketing, it is a about content distribution.

What do you think? Do you have this same problem? How have you tackled it?

Thanks for you input

Vittorio

 

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