Marketing Fun Friday: When It Comes to Content Marketing “JFDI!”
Posted by Guest Author on March 1, 2013 in Marketing [ 0 Comments ]
In a recent interview I did with B2B marketing expert Michael Brenner I asked him how a marketing manager in a mid-sized or large company can push through all the internal red tape that exists in order to get their content marketing campaign off the ground and running.
After all, as Editor-in-Chief of SAP’s Innovation Blog he clearly is the man to ask. The question was inspired by a conversation I had with one of my full-service B2B SEO clients who was having trouble getting their various product managers onboard with their corporate blogging initiative.
Each product manager had their own ideas of how the blog should be organized, what they should be writing about, what keywords they should be incorporating and so forth. As my client pointed out there was a lot of ego involved and getting all the product managers to fall in-line was a lot like herding cats!
Here’s what Michael had to say:
I’m gonna borrow a line from Steve Jobs: “JFDI” which stands for Just F-ing Do It! And I think this is the approach you have to take when you know you are doing something that will help your company achieve its business objectives, will help your employees to grow their personal brands and will help your customers gain value from your organization. So it takes courage but you also have to put together all the business justifications that support those 3 constituencies above.
I work with a lot of SMBS and the smaller companies complain that they don’t have:
- The budget
- The in-house talent
On the other hand some of my larger SEO clients are dealing with so much red tape and internal processes that even with the budgets a small business can only dream of they still aren’t getting their content out the door! It’s just two sides of the same excuse coin.
In my opinion, onsite SEO and link building are still incredibly important to your long term SEO success and you can’t expect to succeed without them but content marketing is what pushes your SEO to the next level and keeps things rolling.
Whenever I hear my larger B2B clients talk about how hard it is to get content out the door (even with a team of bloggers) I use my own company as an example. We’re a small SEO firm but we manage to publish at least two blog posts every day and write for a number of SEO-related sites online, not to mention two company newsletters a week and a strong social media promotional schedule.
If we can do all that with such a small team what excuse does a large company have? It may make our days a little tighter and leave less wiggle room for surprise projects but we make it work because I know that without a strong content marketing campaign our own SEO program wouldn’t be nearly as successful as it’s been.
The key to content marketing is consistency so I think the best way to JFDI is to create a schedule for yourself based on your company’s needs and abilities. If you can only produce one blog post a week so be it, but you better make sure you’ve got one great blog post going live every single week!
If you’ve got a team of bloggers working for you get everyone on board early and map out a plan of action.
- How much content is each blogger responsible for?
- What are their deadlines?
- What topics should they focus on?
Content marketing is too important to your online success overall to keep on the back burner for much longer. So in the words of Steve Jobs, Just F-ing Do It!
Bio: Nick Stamoulis is the President of Boston SEO services agency Brick Marketing. With over 13 years of industry experience Nick Stamoulis shares his SEO knowledge by writing in the Brick Marketing Blog and publishing the Brick Marketing SEO Newsletter, read by 120,000 opt-in subscribers. Contact Nick Stamoulis at 781-999-1222 or firstname.lastname@example.org