Throughout life, we’re bombarded with a common theory – ‘quality, not quantity’. Unfortunately in content marketing, you sort of need to have a bit of both! High-quality content is very important, but if you aren’t blogging or publishing fresh content on a regular basis, the return on your investment will be significantly less.
As such, we’re going to focus on overcoming the second most popular challenge facing B2C content marketers – producing enough content. There are two main things you should consider doing to boost your content creation…
Get buy-in from your colleagues
Don’t be tempted to hold a training session, though – that’s just another interruption. Head to their desks and ask for two minutes of their time. Then explain that if they help you to produce a higher volume of relevant content, your brand awareness will improve. With that comes a bigger audience and more leads… what do more leads mean? More sales! When they hear this simple correlation, writing a quick blog won’t seem so pointless.
Don’t be a hero – outsource it
If you’ve tried and tried but just can’t get the right quality or level of content you need from your internal resources, the solution is clear: outsource it. Don’t be a hero. After all, there’s no point in doing content marketing if you can’t fully commit to it.
Both your audience and the search engines need a regular stream of relevant, engaging content in order for content marketing to work. Content specialists can take care of this for you; even using automated XML feeds to upload your news articles, blogs or feature pieces… so you needn’t lift a finger.
If it turns out you can squeeze some content out of your internal resources, even better! Use the two in conjunction – but don’t forget to put an editorial calendar in place, so you can decide who will do what.