Find out why James Myers, head of planning, Ogilvy believes managing content is the only challenge marketers face
It is good to know it isn’t just me, it’s you as well. We are all addressing pretty similar challenges. All the points that Joel covers in the article are absolutely right but as a strategist I can’t help trying to over simplify things.
Managing content is the only challenge we face.
I was told this was too simple, I need to expand on this POV and that I have 300 words. So here goes.
B2B marketers have to:
• Make their products and services easy to find, search friendly and interesting.
• Provide different levels of information depending on where the prospect is in the sales journey.
• Give narratives that sales can use to build on and sell.
• Inspire and nurture prospects through from initial contact to personal conversation.
• Work that limited budget to build brand.
…and content seems to tick most of these boxes.
Of course we still need to be clear on our (business not just communication) objectives, measure, automate and develop integrated customer experiences, but it does feel content should be at the centre of everything we do. One off ‘lead-gen’ campaigns are so noughties, it is now content programmes. Content can even be the focal point of your ad campaign, you don’t have to feature the confibulator in all its glory, centre page.
So as an industry we have to find a better way to efficiently reduce the volume, finesse and version what is all too much and too often dull content into something more relevant, engaging and personal. One of the ‘roundtablers’ questioned why copywriting and video production is not on the curriculum of most marketing courses. Great point.
Want to find out more? Read our editor-in-chief’s feature about the roundtable here