You’ve done it. You’ve developed why you need the content, created and vetted the buyer personas, and identified the buying stages where this essential content will have impact on the business. As you start to dig into your content marketing channel and workflow strategy, you realize that you simply don’t have enough brand stories to meet the demands of the content marketing initiative.
In many content marketing programs, the core brand stories have to deal with transforming an employee’s, customer’s or stakeholder’s passion and expertise into one or multiple brand stories or story elements. How many times have you heard the following that have stopped you in your tracks?:
- Our [CEO, EXECUTIVE OR ENGINEER] doesn’t write – in fact, no one in our organization writes (almost certainly not true).
- Our [CEO, EXECUTIVE OR ENGINEER] can’t write (okay, maybe this one’s true).
- How are we going to get all this content created? – I just don’t have the resources (almost always true to an extent).Continue Reading