Content marketing is starting to take shape. More and more companies are designating funds, people and time for real, timely, relevant and needed content their audiences desire. But what is that content and where can it be found.
Well known industry blogs that I will not name but know who they are talk about going out and finding the types of content that is relevant to their audiences. In order to that, you must listen to your fans. Given the great advancements in social analytics and offline advocacy, this has turned into a somewhat easy task.
But nonetheless, even after you figure out what your audience wants, companies think it is a walk in the park to produce this so-called amazing content. After all, it is this "amazing content" that will drive fans to your website.
But what happens if your 1% (those of you in the industry know what I mean), do not fully represent your entire fan base? That means you are gambling a huge portion of your time and money on chance that the 1% represents your audience as a whole.
Eve more disturbing what happens if your fans ask for something you just can't produce. What if they want article in Pinterest, yet you don't even run your own Pinterest page? What happens if they wants stats on the ROI of your last "successful" social media plan and yet, that information can not be made public? What do you do then?
I am willing to bet the company would find other experts on Pinterest and share it with their fans. But that doesn't really make you the expert now does it.
My point is that great content does not grow on trees. Blogs out there that say just produce relevant content your fans desire and you will make some dough are not accurately describing the actions a company must take to get the job done.
I don't have the answer just yet, but until, I won't be the one going out and saying to do it before saying how to do it.
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