I recently gave a presentation on content marketing to a team of B2B marketeers which thankfully had people nodding appreciatively and in broad agreement about the benefits such a strategy can bring: earn trust, build your reputation and people are more likely to do business with you. I made the (hardly insightful) observation that there were product managers and specialists within the organisation who are experts in their field and have built up years of experience. They can offer valuable insight and help on the issues that really affect their customers and prospects. Talk with them, not at them. Yep, everyone looked around the room and nodded sagely again. Just one question. Who's going to 'produce' this content? It's a very good question. Just because you know more than there is to know about Continuous Positive Airway Pressure (it's a method of respiratory ventilation!) doesn't mean you can write about it in a compelling and interesting way. Believe me, I know. But that's what copywriters are for right? But it's not traditional copy is it? Just about anyone can create and write a blog - and anyone can put paint on canvas, but it doesn't make them Picasso! Should such marketing professionals extend their skill set to include things like writing good articles for blogs? It's clearly not the same as writing traditional 'push' style product information sheets. Is there a job in the marketing department for a specialist blog-writing, content creating social engagement evangelist? How do those who learned their trade 20 years ago learn the language of engagement in an age of the 'social web'? Somebody told me the other day that they 'couldn't do informal'! I said it's easy, you know when you get talking with that person at a trade fair or conference during the coffee break? That's a good start. OK, I'm simplifying things, but the point is that for many organisations the exciting possibilities of this new age of digital and social marketing require a rethink in strategy, tactics and resources. One that involves ensuring the right people with the requisite skills are in place so that the strategy is carried out successfully.
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