In the February issue of Chief Content Officer magazine, we asked the top experts in content marketing:Content 2015: Where are we headed in the next three years? Tech 2015: What technologies will change the field? Company 2015: Which companies ‘get it’? Personal 2015: How will each of us change as marketers?
We were surprised by how many marketers mentioned the need for more and better tools that help companies build scale across their content marketing programs.
You can find the CCO magazine article here , but we wanted to share our full-length interview with David Meerman Scott. Enjoy!
It’s what I’ve been talking about for the last year: Real time. It’s about instant. I see so few content marketers who truly understand the power of an instant blog post, an out-of-the-gate video, a fast update to a website. In my experience, most content marketers still have a campaign approach to content marketing. There’s nothing wrong with that. It’s not either or. But there’s a big opportunity to take advantage of what’s going on right now, this instant.
I recently launched a new book called Newsjacking. It’s about creating a piece of content quickly, as a result of something going on in the news. ‘News’ may be in the wider scope of worldwide news or, if you’re a B2B organization, what’s going on in your industry. Being able to create a piece of content (a blog post, for example) that drafts off the news that’s breaking at that moment—it’s a tremendous opportunity and few companies do it.
I don’t really think that the technologies are really changing all that much. The biggest tech change we’ve had in content marketing in the last decade is the idea that Google indexes in real time. That change happened a year ago. Now when somebody publishes a blog post or a YouTube video, the content of that blog post or the title/metadata of the YouTube video is instantly indexed by Google. It’s a huge change as it relates to content marketing. When you put something out there, it’s instantly indexed. When you create something, the speed at which it can be found is really exciting.
IBM. Eloqua. Hubspot. Boeing. National Resources Defense Council. The Red Cross. I find it fascinating when companies hire journalists to create content for them—and most of the companies I just mentioned do that. It’s hard for marketers and copywriters to create compelling content. They tend to create stuff that’s product centric and too hype-filled. Journalists tell a story.
The biggest hurdle marketers face is this: You need to recognize no one cares about you, your company or your product. We marketers tend to come at things from an egotistical perspective, but customers don’t really care. They care about themselves and solving their own problems.
Another is achieving the real-time mindset. That’s a tough hurdle to overcome. Marketing and content marketing has traditionally been a long-term, campaign-planning process. Companies thought, “Next month we’ll do a series of three to four pieces on this particular topic.” They plan ahead and put the content out when they are ready. A real-time mindset means you are putting content out when the market is ready.