Who Should Create the Content in Your Organization?

Let me tell you a short story about content marketing.

There is this guy in your marketing team who is nagging you about content. “You should create more content” or “Let’s do a blog for our company” or “Let’s create a landing page to educate our customers about this topic” but you don’t really understand what’s the real deal with content marketing.

So one day you agree to start your content marketing strategy. This marketing guy is in charge of it. He must come with a plan/strategy that will bring you the revenue you only read about  in the top content marketing blogs. But… that’s a lot of work to do. Not only you need to invest money in designing a WordPress theme (or buying one), you need to subscribe to an email marketing platform and do social media marketing, but you also have to hire a content creator whose only responsibility is to write words. Then you read about SEO, about conversion, about social media marketing, link building, guest posting and the list can continue.

Now I believe that you won’t accept that, right? Too much money invested in something that won’t get you the results you want to see in a few weeks.

But let me ask you some questions:

1. How much do you know about your industry?
2. Do you have a sales person?
3. Do you have a customer service person?
4. Do you have a marketer in your team?
5. How much do they work every day?
6. Does your competition have a blog and send a newsletter to your clients?
7. Do you want to be better than your competition, give value to your customers and also make more money?

Then start understanding what content marketing is and how you can use it for your company.

You do not have to have a big marketing department to do content marketing.

Even your sales person can do content marketing, your customer service and your HR. Yes, you can all do content marketing. Some experts would even tell you that you all must do content marketing, because if you want your content to resonate with your target audience, then you’ll need to enlist the help of subject matter experts – the people who are living the pain points that your product alleviates.

This is where employee advocacy and collaboration tools can really come in handy.

But tools alone won’t create those content assets for you. Here’s what your various colleagues can do to help with content marketing: