Digital is the way to go, but how do you create content that works?
You’ve heard it all before. You know best, and you know how it needs to be done, but the company you work for wants to get to build its online presence quickly, and it’s going to do whatever it can to get its digital strategy off the ground.
Usually this means that they’re going to go all out to fill the internet with content.
They think it’s easy too. Most imagine it to be writing a blog post here and there and then it’ll get shared by others online quickly – because clearly what they have to say is so Earth-shattering that everybody will want to know.
The truth is, as Amy Nicholson, head of editorial client services at Sticky Content, put it during her Marketing Week Live talk, very different.
Nicholson pointed out that 6 in 10 people working at businesses engaging in digital content didn’t even know how to go about doing content marketing. Only a handful of people did something reasonably consistent, with more posting a couple of times and then never venturing back again.
For the most part, people don’t understand how long it takes to create content from start to finish, waiting on getting approval can take time, and most companies just shoehorn it into someone else’s job. In reality it really needs to have someone dedicated to the cause, perhaps with a post here and there from the people at the heart of the business.
Working for Sticky Content, Nicholson has had her fair share of emails and letters, crying out in pain at the problems their employer faces in the digital content space.