The Mechanics of Running a Content-First B2B Marketing Department | Marketing Smarts Live Show
So, what exactly does content-first mean? A lot of things, as Joe Pulizzi explains in this episode of the Marketing Smarts Live Show.
It means you should develop a content mission statement. It means you should spend less time on creation and more on promotion. And much more…
But whatever you do, don’t start and then just… stop.
“When somebody says, ‘Why do [content] programs fail?’ I always say because they stop. Don’t call it a campaign. If you call your content creation any part of a campaign, it’s not content marketing, it’s something else…. When you say it’s a campaign, that means at some point you are going to stop.”
And if you stop for too long, your audience drifts away. It’s true of media, it’s true of artistic endeavors, and it’s definitely true of content marketing. People forget.