When Reactionary Content Marketing is a Good Thing

I just read a great post over at the Servant of Chaos, The Importance of Content Marketing. At the bottom of the post is a video interview with David Alston of Radian6.

During the interview, David was asked how he prioritized what he does every day. One of the things he said struck me as key to marketing in today's fast-paced world.

(I'm paraphrasing) David said it was fine and great to have a list of things to accomplish, but often the list was displaced by his perception about where he could provide the most value. This could be because he felt it important to get an idea exposed, or to add his voice to a conversation, interact with a customer providing feedback, or a multitude of other things.

The point is that the ideas and conversations fly fast and furious online, so you have to be ready to give up your ToDo list and participate where you can deliver the most value, based on what people are engaged with at the time.

In order to do this well, you've got to know your company's value story. You can't just jump in and say one thing here and something different there. Online participation has a cumulative effect. If you're not consistent, it will show up and confuse people, even possibly diminishing their level of engagement with you and your company.

But, when you have a relevant and consistent story you're passionate about - the one you live every day - not one you make up to suit circumstances, then you have the capability to react as situations invite and add value each and every time.

In Gavin's post, The Importance of Content Marketing, he leads off by saying:

"I always find it interesting that a great deal of thought will be put into the strategic planning of a campaign – but very little time will be devoted to creating a content strategy. After all, it is the content that will bring your campaign to life. And perhaps, more importantly, it is content that will feed your social media efforts."

And this is where I think a company's story can be in jeopardy. Consistency in content, whether through eBooks, web site articles, blog posts or Tweets must deliver and reflect the value your company helps customers leverage to be successful.

So, spend some time planning your content strategy. Remember that your story expands over time—and in different situations—and think about how all of your marketing content impacts your overall value story.

Once you know that, then reacting appropriately and adding value to the conversations you participate in will come naturally and, with that consistency, your engagement levels will increase along with your credibility.

Comments

[David Alston]

Hi Ardath

You certainly hit the nail on the "fast paced" aspect of marketing today. I was speaking at a conference yesterday when you posted this and then flew home and was in a board meeting most of today. I say this because it can sometimes be quite the juggling act to keep up (though I totally agree it should be something every marketing person considers necessary). I'm now digging out from under 400 emails/tracked posts/tweets in the past 36 hours. Yikes!

I loved a piece of information that Francois Goisseaux mention in his presentation yesterday. CMO's should be evolving into Chief Community Officers. This role of listening, engaging and earning the right to tell your own story in the community (customers, potential customers, advocates, influencers) is where I find myself shifting and I think it relates plugs in with the concept of content marketing quite well.

Thanks for the post and keeping the story going. :)

David

[ArdathAlbee]

Hi David,

Good luck with the shovel! Getting caught up can be a job in itself.

Francois has some great ideas. I enjoy following his blog posts, would love to hear him speak. I agree with the evolution of CMO role.

I think what a lot of companies miss is the context. Stories out of context lack relevance and fall flat for the recipient. That's one of the biggest challenges with marketing in the digital environment.

Thanks for stopping by to comment!
Ardath