Blog

3 tasks to keep your marketing content from collecting dust

Opened Book

By Barbara Pfeiffer, The Partner Marketing Group

 

In a blog interview with the Content Marketing Institute, Andy Crestodina, the co-founder of Orbit Media, expressed the opinion that it’s common to see people “spend 80% of their time on content and 20% of their time marketing it.”

From my experience with our clients, as well as my blogs and content pieces, I have to admit – that sounds about right. Given how much we invest in creating thought-provoking, original marketing content, why are we not doing everything we can to get the most out of it?

Is it because we’re prioritizing quantity over quality? For most companies I work with, no. Most small to medium resellers and ISVs are not putting out so much content that they can’t distribute it efficiently.  More often, the challenges are lack of planning, creativity and resources.

3 must-do’s to deliver consistent content:

  • Plan, plan, plan. If you don’t have a content distribution plan, you will probably just default to the easiest things (post on your site, on LinkedIn, and publish a blog post). This doesn’t need to be a massive undertaking. A simple checklist that gets pulled out each time new content is created works fine. Just make sure you have different checklists for different types of content – what you would do for a blog is going to be very different than what you’d do for an eBook.
  • Get creative. Let’s face it, we’re all moving so fast that staying up to date on new tactics or continuously coming up with new ideas can be exhausting. We “check the boxes” but is it delivering the results we expect? Do whatever it takes to get away from the day-to-day and spend some time thinking about creative new ways you can promote your content and improve results. (Be sure to come back next week when I’ll post 7 Overlooked Ideas for Content Distribution).
  • Stay focused. Although you’re probably not publishing so much content that it’s affecting how you can distribute it – you probably ARE still being pulled in too many directions with your marketing overall.  It’s natural to want to move on to the next task after your content is done and posted on your social channels. A plan will help you stay on track but you are still going to need to make the time for distribution and re-distribution as part of your ongoing content marketing strategy. Not taking the time is costing you money and leads so make it a priority.

The bottom line? Marketing content deserves the same attention as creating it. You are spending too much time and money on your content not to promote it as effectively and consistently as possible. Distribution is the key to seeing a return from your content investment.

Leave a Reply

Your email address will not be published. Required fields are marked *

Archives
Latest Posts
19 Mar 2019

Limited Marketing Resources? Poor Results? Go Deeper, Not Wider

Written by: Barbara Pfeiffer, The Partner Marketing Group
I’ve yet to talk to a marketer at a software/technology reseller or ISV that has all the resources they need to accomplish their goals. While surveys regularly show B2B CMOs investing an average of 7% of gross revenue in marketing, it’s still not happening with most VARs

Latest Posts
07 Feb 2019

2019 Social Media Image Size Guide – Download and Print

Written by: Michelle Etherton, The Partner Marketing Group
This 2019 Social Media Image Size Guide will be your best friend.
Social media is one of the top marketing tactics for B2B marketing, and it’s no secret that visuals are the most effective way to capture attention on any social platform. Admit it, you scroll through

Latest Posts
15 Jan 2019

Want to Sell More Software? 3 Reasons to Start Targeting the CMO

Written by: Michelle Glennie, The Partner Marketing Group
With the customer experience driving digital transformation, software partners must shift their sales and marketing approach if they want to sell more software. The CMO is the strategic force behind customer experience and, therefore, an important decision maker for software purchases.
So where should you start? When

Latest Posts
08 Jan 2019

Top 5 Technology Marketing Blogs of 2018

Written by: Michelle Etherton, The Partner Marketing Group
The start of a new year usually brings about countdowns of favorites and chart-toppers over the past year, and marketing is no different! What were the hottest technology marketing trends and topics in 2018?
Based on our top performing articles over the past year, we’ve brought you

Latest Posts
10 Dec 2018

Nurture Marketing Series 4 of 4: Trial Nurture Marketing Campaign Best Practices for B2B Companies

Written by: Barbara Pfeiffer, The Partner Marketing Group
Through this series, you’ve learned what nurture marketing is, how to create a drip nurture campaign to stay top of mind and how to move a prospect through the sales process with trigger based nurture marketing campaigns. Now we will walk through how you can create trial