Do you have what it takes to master content marketing?
If you breezily think, "Yeah, sure. I've got it," then prepare to have your world turned upside down.
Today's content marketing industry is brutal. I'm predicting that those who are only half-committed will crash and burn within the next twelve months.
We've reached a saturation point in content marketing. More than 95% of all businesses are actively engaged in content marketing efforts. And most businesses are committed to spending more on content marketing.
Competition has reached a fever pitch.Those who lack the chutzpah to carry on will be forced to bow out.
Why do I have such a brutal view of the content marketing world?
The State of Content Marketing Today
I was doing content marketing before it was popular -- even before the term "content marketing" came into vogue.
Back then, we just called it "blogging." It wasn't that difficult to create some nice articles, publish them and gain traffic.
In fact, a lot of bloggers who did just earned a full-time income just from ad revenue.
Is it still possible to do that today? Yes, it's possible, but incredibly difficult.
Here are the challenges
- Content marketing is huge. Today, content marketing is a full-fledged industry. It has seminars, conferences and meetups. It has books, guides and courses aplenty. It has its gurus, movements and factions. And all of this amounting in billions of dollars in expenditures. Marketing Mag predicts the size of the content marketing industry will be300 billion by 2019.
- Content marketing is changing constantly. One of the cliched truths about content marketing is that it's always changing. From major algorithmic changes to social media upsets and technological innovations, there are no constants.
- Content marketing requires incredible technical savvy and an entire team of knowledge and experience. Content isn't just about the writing anymore. It's about images, interactivity and social savvy. In order to execute successfully you'll need designers and developers; coders and writers; social media savants; and a whole lot of money.
So, do you still think you have what it takes?
Here's what you need to master content marketing.
I'm not here to spell out doom and gloom. In fact, I think that you can succeed, but you'll need to have the right resources.
- You need a sick content writer. Written content will reign supreme. From headlines to email subject lines to persuasive content, your content writer needs to be top-notch. Second rate content won't hold a candle to the explosive power of the content being unleashed today.
Finally, you need to carry it on for the long haul.
Content marketing is a marathon, not a sprint. Results don't come in days. They're earned over months.
I'm convinced that content marketing is the path to marketing success. But the road is a long one and a hard one.
Do you have what it takes?