Brands need to think like publishers to build effective content marketing workflows and outcomes, including applying the science of accepted newsroom practices
Implementing a successful content marketing strategy requires an alchemy of art and science. Great content – that which is useful and engaging – doesn't happen easily or by accident; it requires experience and practice, the sort of which requires digital marketing leaders to recruit the right talent: often ex-journalists and others from artistic disciplines such as graphic design and photography.
The decision to dive into content marketing for your digital marketing strategy should begin with a couple of key questions: do I have the time, talent and expertise to start cranking out meaningful words and pictures that illuminate my brand and represent a well-thought-out point of view? As importantly, do you have the commitment? If the answer is no, either retreat or pursue a digital marketing service provider with a focus on content marketing or perhaps your ad agency of record that has developed this expertise as part of their offerings.
