It’s often a challenge to dive into content marketing head first.
It costs you money and time. You can’t see results quickly. And on top of that, if you’re going in the wrong direction, it might take you months until you realize it.
To make content marketing work for the organization—meaning, to make it sell and bring positive return on investment—companies fall into the trap of only talking about themselves.
While this works later on in the funnel when potential customers are ready to buy, there is a key element that needs to happen beforehand: their trust in your capability to solve the challenge they’re facing. In other words, they have to rely on you first.
In the 2018 research from Content Marketing Institute, these were the top three answers on concepts that B2B marketers consider the most when creating content:
Ensuring that their content is fact-based and/or credible
Considering how their content impacts the overall experience a person has with their organization
Prioritizing delivering content quality over content quantity
If top-of-the-funnel authority building is the question, content curation is the substantial part of the answer.
However, if done wrong, content curation can take away time that you simply don’t have as a marketer. Curation only works if you employ all three steps: select, enrich, and share. But if your job makes you wear many hats, you might never get past the first step.
Let’s dive into these challenges and work out their