What does great content look like these days? Content in my book is overhyped and typically consists of articles from someone who thinks they are an expert. After reading this article, 7 Inconvenient Truths About Content Marketing by Steve Tobak
We need to read more articles like this which really tell the truth about content marketing. Many people will disagree with Mr. Tobak’s remarks. I actually found them quite profound and true. It is a must read if you really want a return out of content marketing.
A few weeks ago, I wrote that I was going back to Content Marketing. Since I wrote this article, I quickly realized that I really needed to work on the vision not only for content marketing but the whole website experience.
I am currently immersed in examining this vision and I am quickly realizing that this step is the biggest step in the whole process. What I am also realizing is that very few people write about this topic. There are no books, articles or podcasts out there that can create this vision for you. I remember working with a marketing agency a few years ago and going through an exercise to help develop this. The discussion was not going anywhere until I finally stood up and told the group that we were going to go in a defined direction which focused specifically on our clients’ needs and it gave me the foundation to build on and develop future content material for blogs, brochures, displays and signage.
My point here is that, I as an executive need to set a direction and start building something today. The direction I helped initiate 7 years ago needs to be changed. Times have changed and user experience has great changed. It is time for a new direction and a time to set a new course. From here, design and planning can be achieved through content development.
Setting a vision is needed more now than ever. As a leader of a company, it is my responsibility to always work at setting and resetting the direction of the company. Without a proper vision, content marketing is just a bunch of useless words that look like most other articles.
Time to change!