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So you want to do content marketing – and in a big way. This isn’t going to be a tentative test. You’re making an aggressive, committed, all-in push to create and engage an audience for the long-term.
First of all – good for you! Content marketing is effective, and increasingly more effective than advertising. And as it gets harder and harder for advertising to work, we expect more companies to make serious, committed shifts like this.
But now that you know you’re serious, you’re going to need to hire people. This assumes, of course, that you’ve decided to keep this thing in-house rather than hire an agency.
I think that’s smart. Here’s why:
Good content marketing involves the entire company – sales, customer service, management, even accounting and development. An in-house team will always have better communication channels with those departments than an agency will. You’ll see each other in the elevator, at the Christmas party, and at any other company-wide function.
There’s no question of everyone being “on the team” with an in-house content program. This isn’t always so with agencies. There are sometimes lingering questions about what an agency’s priorities really are.
Great content marketing rises up from your company’s DNA. Your brand voice, your value proposition, your understanding of your customers… these are so core to your company that I worry about hiring an agency to define it for you.
With the agency thing settled, you now need to go build your team. The question becomes: What are your goals? What’s your budget? Those answers will inform how big of a team you’ll need and who you’ll hire first.
Learn more / En savoir plus / Mehr erfahren:
https://www.scoop.it/t/21st-century-learning-and-teaching/?&tag=press
There’s no question of everyone being “on the team” with an in-house content program. This isn’t always so with agencies. There are sometimes lingering questions about what an agency’s priorities really are.
Great content marketing rises up from your company’s DNA. Your brand voice, your value proposition, your understanding of your customers… these are so core to your company that I worry about hiring an agency to define it for you.
With the agency thing settled, you now need to go build your team. The question becomes: What are your goals? What’s your budget? Those answers will inform how big of a team you’ll need and who you’ll hire first.
Learn more / En savoir plus / Mehr erfahren:
https://www.scoop.it/t/21st-century-learning-and-teaching/?&tag=press
https://gustmees.wordpress.com/2014/02/26/curation-the-21st-century-way-to-learn-on-its-own-pace-and-to-organize-the-learning/