{"id":70114,"date":"2018-03-07T11:04:42","date_gmt":"2018-03-07T11:04:42","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/5-cures-common-content-ailments\/"},"modified":"2025-03-07T17:18:00","modified_gmt":"2025-03-07T17:18:00","slug":"5-cures-common-content-ailments","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/5-cures-common-content-ailments\/","title":{"rendered":"5 Cures for Common Content Ailments"},"content":{"rendered":"<p>\u201cBuilt smart content and put it in smart places\u201d. Content Marketing sounds so easy when you break it down to a <a href=\"https:\/\/www.marketingweek.com\/2017\/03\/17\/robots-smart-content-amazon-echo-juggernaut\">simple definition<\/a>, but a lot of the companies we speak to find this very hard to do. Sometimes they don\u2019t know where to start, or sometimes they\u2019ve started but they can\u2019t keep up the momentum and deliver high quality topics and content over the long term.<\/p>\n<h3>The usual suspects<\/h3>\n<p>Speaking to as many companies as we do, we see some of the key challenges come up again and again.<\/p>\n<ul>\n<li><strong>Inconsistency<\/strong> \u2013 Mismatched or contradictory messaging or tone<\/li>\n<li><strong>Timing<\/strong> \u2013 Too frequent and you\u2019re spamming your audience, too infrequent and your content becomes stale<\/li>\n<li><strong>Internal capacity<\/strong> &#8211; Competing priorities, no in-house writers<\/li>\n<li><strong>Standalone<\/strong> \u2013 Marketing tactics disjointed, not leveraging content, unrealised potential<\/li>\n<li><strong>Measurement<\/strong> \u2013 Poor measurement, KPIs mismatched to objectives<\/li>\n<li><strong>Objectives<\/strong> \u2013 Unclear objectives, misaligned to business strategy<\/li>\n<li><strong>Internal buy-in\/support<\/strong> \u2013 Lack of access to SMEs, budget uncertainty<\/li>\n<li><strong>Momentum<\/strong> \u2013 Keeping up the pace with useful insight, high quality content in a repeatable way<\/li>\n<\/ul>\n<p>This article discusses some suggested content cures to five of the most common content ailments<\/p>\n<h3>Content ailment #1 &#8211; Frequency<\/h3>\n<h4><strong>Content shock<\/strong><\/h4>\n<p>As content marketing has gone from \u2018the next big thing\u2019 to \u2018absolutely everywhere\u2019, people are flooded with more content than they can possibly consume. If we\u2019re not at content saturation point right now, it\u2019s just around the corner.<br \/>\nMark Schaefer wrote a great article on this, called the <a href=\"https:\/\/www.businessesgrow.com\/2014\/01\/06\/content-shock\/\">Content Shock phenomenon<\/a>. The same phenomenon has been called <a href=\"https:\/\/trackmaven.com\/blog\/content-marketing-strategy-report\/\">The Content Paradox by TrackMaven<\/a>, citing more recent data confirming the same effect.<br \/>\nIn short, even though more and more brands take to content marketing, our consumption of content cannot rise at the same pace.<br \/>\nSo, the key challenge we have is not how to push more content out, or time it better, or deliver it in ten ways before breakfast, it\u2019s how to make sure we\u2019re creating content that people want to read!<br \/>\nWe can already see content publishers responding to this dynamic, <a href=\"https:\/\/www.orbitmedia.com\/blog\/blogging-statistics\/\">with longer posts published less frequently<\/a>.<\/p>\n<h4><strong>The content cure<\/strong><\/h4>\n<p>Our recommendation for getting your publishing frequency right is to <strong>focus on quality first<\/strong> and then decide the right quantity to meet your audience\u2019s appetite.<br \/>\nThere is no one answer to how often should I publish, it depends hugely on the audience you\u2019re trying to reach and the platform you\u2019re using to reach them. A good content strategy can help you match your business objectives to content objectives and set some goals around how often you\u2019d LIKE to publish.<br \/>\nBut the answer is NEVER just to publish five posts a week, if you don\u2019t have anything interesting or useful to say. Gone are the days of publishing \u2018stuff\u2019 for the sake of wallpapering your website or jamming SEO keywords as far as the eye can see.<\/p>\n<h3>Content ailment #2 \u2013 Internal buy-in<\/h3>\n<p>One of the secrets to creating really useful and relevant content is having access to the internal subject-matter experts to capture the insight needed to base this on.<br \/>\nBut many of our clients find if difficult to secure the time and input needed from other business areas to make their content programmes a success.<br \/>\nSometimes marketing is not seen as a credible activity (read: colouring-in department). Sometimes people are just more focused on their own BAU deliverables to see content as a priority.<\/p>\n<h4><strong>The content cure<\/strong><\/h4>\n<p>Our suggested cure for winning internal buy-in is to <strong>speak their language<\/strong> and find a way to make it matter to your internal stakeholders:<\/p>\n<ul>\n<li>don\u2019t use marketing buzzwords, don\u2019t say \u201cconversions\u201d, just say \u201csales\u201d, don\u2019t say \u201cincreasing reach\u201d, just say \u201cmore people will read it\u201d.<\/li>\n<li>Translate your marketing stats into what it means for THEIR objectives.<\/li>\n<li>Think about them like any audience, how do they prefer to take in information? What will persuade them?<\/li>\n<\/ul>\n<p>We work closely with a professional services firm who was facing this problem on a regular basis. To solve for this, we created a dashboard that aligned the content metrics to the business scores that each department was already working to. This had two benefits:<\/p>\n<ul>\n<li>Tapped into their preference for absorbing information through data and facts<\/li>\n<li>Prompted a level of competition between departments<\/li>\n<\/ul>\n<h3>Content ailment #3 \u2013 Internal capacity<\/h3>\n<p>Almost every company we speak to is so head down in day-to-day deliverables that they can\u2019t stop and think, let alone write.<br \/>\nWith all this focus on multi-tasking and delivery, it makes sense that many teams are made up of marketing generalists, not writers or communicators.<\/p>\n<h4><strong>Making the writing grade \u2013 good vs great<\/strong><\/h4>\n<p>This can be a problem, because the capability and skill-set needed to run a successful in-house content team are specialist:<\/p>\n<ul>\n<li>Knowing the difference between good writing and great writing\u2026important in a content-saturated environment<\/li>\n<li>Content is a long-term play, whereas many marketing teams are sucked into short-term delivery\u2026even if they know they need strategy!<\/li>\n<li>Managing a team of writers and freelancers is different from other business experience\n<ul>\n<li>Finding the best writers, matching their skills and expertise to your needs<\/li>\n<li>What is good writing process?<\/li>\n<li>how long SHOULD it take<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><strong>Content cure<\/strong><\/h4>\n<p>Our suggested cure internal capacity is to be <strong>r<\/strong><strong>ealistic<\/strong> about writing.<\/p>\n<ul>\n<li>Know how long it takes to produce good quality writing (and remember to include the thinking time!), and set sensible expectations for your business and yourself<\/li>\n<li>Figure out whether you have internal resources who can write (and write for the media you need\u2026a whitepaper is very different from a social media campaign)<\/li>\n<li>Figure out whether you have the time to manage a network of freelancers to supplement your team, or whether you need to work with an agency who can step in to manage it from concept to delivery.<\/li>\n<\/ul>\n<h3>Content ailment #4 \u2013 Inconsistency<\/h3>\n<p>Our fourth content ailment is a logical side effect cr<br \/>\neated by the flood of content creation: inconsistency.<br \/>\nCompanies often attempt to manage this by creating a brand tone of voice, inviting everyone to a workshop, creating a 40-page \u2018Brand Bible\u2019 and then laminating a set of short cuts for each desk.<br \/>\nMy personal experience of several rounds of corporate re-education camp is that this is never enough to make a brand language stick.<\/p>\n<h4><strong>Content cure<\/strong><\/h4>\n<p>Our solution for this is to go further with your tone of voice and <strong>ACTIVATE<\/strong> it properly within your business. We believe that for a business to speak differently, it must think differently. People using the brand language must genuinely believe it matters and understand why.<br \/>\nFor this reason, our language activation programmes are not exercises in writing and broadcasting guidelines. Instead, we go further by designing experiential programmes that change behaviour and dislodge old ways of thinking.<\/p>\n<h3>Content ailment #5 \u2013 Momentum<\/h3>\n<p>Once you\u2019ve got everything else sorted and start<br \/>\ned to generate some great content which is getting results.\u00a0 How do you keep it up for the long-haul?<br \/>\nIt\u2019s critical to know what you\u2019re trying to achieve from your activity and then measure it.\u00a0 Otherwise it\u2019s just activity for the sake of it, and as we saw earlier, creating more \u2018stuff\u2019 is not the way forward to differentiate your content.<\/p>\n<h4><strong>Content cure<\/strong><\/h4>\n<p>Our cure for maintaining momentum is to create a disciplined editorial process which maps out how you go about capturing customer insight (as the starting point for any compelling content programme), matching it to your broader business objectives and then<br \/>\ndetermining the best tactics to meet your objectives. The graphic below demonstrates the virtuous circle that we aim to create for all our clients.<\/p>\n<h3><\/h3>\n<p>The most important element is ensuring that you\u2019re measuring the right things for your objectives, and that the insight from your measurement programme flows back in to inform your next round of editorial planning.<br \/>\nThe output of this process is the humble content calendar, mapping your topics to key themes and strategic objectives and setting out the timings and distribution of each element.<\/p>\n<h3>Summary<\/h3>\n<p>This article has only scratched the\u00a0surface of some of the common content challenges we help our clients to face every day. As consumers increasingly flock to brands who share their values, content is one of the most effective ways to bring your brand\u2019s values and purpose to life. Creating a successful and sustainable content marketing programme can be a challenge, but one that is worth tackling head on.<br \/>\nRemember, you don\u2019t have to go it alone. We can help you at any stage from strategy development to execution, or just as an extra pair of hands when you need it most.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cBuilt smart content and put it in smart places\u201d. Content Marketing sounds so easy when you break it down to a simple definition, but a lot of the companies we speak to find this very hard to do. Sometimes they don\u2019t know where to start, or sometimes they\u2019ve started but they can\u2019t keep up the [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,303],"tags":[458,459,461],"class_list":["post-70114","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-content-writing-us","tag-content-marketing-us","tag-content-strategy-us","tag-digital-content-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Cures for Common Content Ailments - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"If you find it hard to create relevant, useful content over the long term, you&#039;re not alone. 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