the 5 c’s that your content marketing strategy cannot afford to lack
TRANSCRIPT
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C’s that your content marketing strategy cannot afford to lack.
www.stickyeyes.com
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There are key traits that your content marketing strategy simply has to have.
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We call these the five Cs
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Capability
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There is a skills gap in digital marketing…
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(BIMA)
A survey of 272 UK digital agencies found that it takes eight weeks to fill a digital vacancy.
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And that skills gap is costing the UK economy
£63bn…
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Whilst the cost to the US economy stands at
$1trn
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So how do you solve this problem?
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Look at the skills within your team,
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Identify where the skills gaps lie, and tackle them,
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And encourage a culture of knowledge sharing and collaboration.
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Capacity
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Capacity and resources for producing content is one of the biggest challenges facing content marketers.
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(Hubspot)
of content marketers cite “producing engaging content”, “producing a variety of content” or “producing enough content” as their biggest marketing challenge…
66%
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(Hubspot)
…whilst a further 20% claim that “budget to produce content” is their biggest challenge.
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So how do you put that right?
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Finding the time to produce content is obviously important…
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… but the argument for securing that timeis often difficult, particularly if it adds to existing workloads.
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So instead, focus on the goals of your content…
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…because with clear goals and objectives…
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… you can make a better business case for more resources.
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Celerity
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Speed and timing can be crucial in content marketing…
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…particularly if your strategy is built around real-time events or fast-moving trends.
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So you can’t afford to be waiting around for resource and support…
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… and you may need to be on hand outside of your usual office hours.
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So what’s the answer?
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Identify what matters most to your audiences...
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What are they interested in? What do they talk about? What matters to them?
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Build your content strategy around those findings...
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… and ensure that you are ready to release that content quickly.
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Clearance
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(Econsultancy)
53.4%
of content marketers claim that it takes too long to get feedback or sign-off.
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(Econsultancy)
45.9%
Whilst almost half claim that changing briefs after the content has been produced hold them up.
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Too many good ideas are held up by lengthy sign-off processes.
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And whilst sign-off procedures are sometimes necessary...
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…don’t let them get in the way of a great opportunity to reach your audiences.
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So how do we overcome that?
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It’s all about empowerment.
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Give your content team the power to make decisions…
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… without always having to refer to management or compliance.
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That often requires some training...
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… and a lot of trust.
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But with the right guidance, you can avoid unnecessary hold-ups.
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Creativity
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There are hundreds of different ways in which to tell your story.
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What works for one platform, or one audience, may not work for another.
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But producing different content for different mediums takes time, resource, skills & authorisation…
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…all of the things we have talked about earlier.
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So you need to think creatively, and make the best use of each and every platform.
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And how do you do that?
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Simply, you need to address the other four Cs.
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Creativity flows when people have time to think and time to create.
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Creativity flows when you have the right mix of skills and expertise.
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Creativity flows when you have a clear objective to aim for.
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Creativity flows when you have the agility to respond.
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Creativity flows when the shackles are removed.
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So in summary
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CapabilityGet the skills that you need
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CapacityMake the business case to make time for content
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CelerityBuild a team and a structure that is agile.
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ClearanceEmpower your teams to make the right decisions
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CreativityCome up with remarkable ideas that will engage.
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Want to learn more?
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Build your Content Marketing Dream Team
Download the guide at stickyeyes.com/dreamteam
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