Content marketing has become the newest gotta have it thing in marketing. And just like many marketers were told to “get us up on Facebook” for no other reason than someone had heard of this new Facebook thing and it sounded cool, content generation is now a jump in with both feet and no thought thing.
But the problem is that creating all this content is WORK. A lot of work. And there are a ton of platforms you can use. For example:
- You can write a whitepaper and post it to your website, or create a microsite, or post it to Facebook, or Tweet it, write a press release about it, or…
- Work with a videographer create a video and post it in a bunch of places (see above)
- You can create a short-form video, such as a Vine, for your website, YouTube, or Facebook
- Try uploading a presentation or e-book to Slideshare
- Write and post information to your LinkedIn account
- Create your own magazine on Flipboard
- Set up a Facebook page or a Google + profile
- Maintain an online press room
- Publish an e-newsletter
- Don’t forget about Instagram, Pinterest, and a thousand other platforms I can’t think of off the top of my head
- And on and on and on…
Who has time for all this? Even large companies struggle to keep up with it all. And there’s nothing worse than setting up an online profile and then abandoning it. In fact, a recent study showed that 70 percent of buyers are relying on content more than they did just a year ago to make buying decisions.
So take your time. Think about what you actually can do. Pat yourself on the back for what you accomplish. Keep your eyes open for new opportunities, but remember that just because something exists, that doesn’t mean you have to use it.
Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.