The Content Conundrum

Content is still on its throne as king of Internet marketing. There is no denying that. Some might argue that context is struggling to dethrone content and in some cases they just might be right. But the ugly truth is that content matters in Internet marketing. Plain and simple. It is as necessary (and often as unpleasant) as eating your vegetables. Content is what you use to fuel your digital marketing efforts while guiding your potential customers through the buying journey. It allows you to speak to different buyer personas in their own unique language. You can give them multimedia content in formats that fit their lifestyles. Whether it is through videos, podcasts, blog posts or power point presentations, users can consume the content how they see fit. All of this is done to build trust by offering value to your target audience.

Well, that's fantastic. Content is the Superman of digital marketing. We get it. But, how are we supposed to find the time (and ability) to create this amazing content on a consistent basis?

There is no silver bullet to creating content. It is simply a necessary function of online marketing. It has to be done and there are no short cuts. In order to matter online, you must find the time, money, and resources to produce content. But there are a few methods you can use to help carry some of the content burden.

4 Methods to Help You Carry the Content Burden

1. Curated Content

"Content Curation is the act of continually identifying, selecting and sharing the best and most relevant online content and other online resources on a specific subject to match the needs of a specific audience" (Content Rules, 2011). This is slightly different than aggregating content. Aggregating content consists of automatically harvesting links to content whereas curating content involves a human element. The curator adds his own perspectives and filters to the content being shared. Curating content involves knowing precisely what your audience desires and giving them that each and every time. You are essentially doing the leg work for your audience. You are finding the best of the best, the juiciest of the juiciest, the most entertaining of the most entertaining content available and delivering it to them in a timely manner on a silver platter (a well-branded silver platter!).

2. Co-Created Content

You don't have to go about creating content alone. Some people already create content that would be relevant to your business and they would be more than happy to have another platform to share it on. Co-created content is the concept of having established content creators regularly publish some of their content on your site. There are many reasons for content creators to want to give you access to their content. For example, law firms can partner with law students looking for notoriety and some level of prestige.

3. User-Generated Content

Another option is to implement a program and platform for your audience to create the content for you. Some ideas might include holding a photo or video contest involving your products or services. Be careful though. Chevy tried this and failed because it attracted environmentalists that used this opportunity to bash the Tahoe for its "excessive gas usage." Be prepared to interact with your audience and moderate the content. User generated content is a real gem because it is seen as authentic and trustworthy. Positive or negative, UGC has high viral potential so make sure to do your research and listen to your audience before rolling out a UGC campaign.

4. Licensed Content

This is exactly what it sounds like. Find content producers whom you can pay for a license to embed their content on your site. This can be beneficial if you are looking to become an authoritative and credible resource on a particular topic. The other methods would be more appealing and financially reasonable but if you have the money and very little time, this is a safe bet.

Content Marketing is not an option but how you market via content is. Decide which method works best for your business and begin implementing it right away. This will help you build credibility and authenticity while showcasing your thought leadership in your industry. Your audience will recognize the value your content offers and when they are ready to buy, you will be the first on their minds!

Does your digital marketing strategy include content marketing? If so, what has your experience been with your method. How do you propel the content creation engine? If you feel inspired to do so, please leave your comments in the section below.