In this article, you'll learn...
- How your marketing expertise could be hampering your content
- Why non-experts can often create more engaging content
I've wondered why so many companies, particularly tech firms, have such a hard time embracing inbound or content marketing, and why so many fail to successfully implement marketing automation.
I recently discovered the answer, by accident, from two sources that couldn't be more different.
The first source was a colleague who has achieved tremendous success with her marketing efforts, but she was lamenting her inability to reach the next level by producing greater amounts of consumable content (particularly articles and videos). The reason? The chief executive officer (CEO) is the expert, and since he doesn't have time to meet with her... she can't create the content.
The second source was the author of an article that a colleague forwarded to me. In the article, Joby Blume discusses why his company failed at marketing automation. Though the article is fascinating, one of Blume's replies to a reader's comment is even more revealing.
Blume essentially cites the same issue as my colleague: insufficient bandwidth to create content. And because the company serves a "highly niche" market, it couldn't rely on an outside agency to write content.
Ouch. That hurt... and not because I work at one of those agencies that writes content for other people. It hurt because it's an awful shame to hear that great companies with a lot to offer are holding back because they're afraid to relinquish control of their content expertise.
Here are three reasons expertise may be failing you in your marketing efforts, and steps you can take to reap all the benefits of content marketing.
1. The best players usually don't make the best coaches