The notion of getting rid of content marketing may seem like a bold suggestion, but when we think back to the reason why we create content in the first place, it makes a lot of sense. Ultimately, the content you create should help you market your business.
That said, it’s easy to switch these priorities around, prioritizing the sizzle over the steak in an effort to gain readers, viewers, or listeners, and ultimately, customers. The unfortunate thing is, this usually ends up having the opposite effect.
The good news is, the reverse is also true. If you focus on the quality of your content, you become far more effective at bringing interest back to your business.
John Collins, Director of Content at Intercom, joins the Content Experience Show to discuss taking the focus off of marketing and putting content first.
In This Episode:
Why Intercom is Done with “Content Marketing”
In the episode, John explains why his team has dropped the term “content marketing.” He believes that content marketing has become very playbook-oriented, and the content itself has become less of a focus.
“They're worrying more about the marketing than the content, and in many ways it's not about content at all anymore.” — @jaycee001
Setting Up an Effective Editorial Calendar
John shares a bit about his team’s workflow process, and explains how a very simple editorial calendar can make all the difference. Rather than have his team write content on subjects they’re not familiar with, they leverage the knowledge of subject matter experts within their organization.
“We are constantly thinking about ways we can get more ideas out of people around the company and actually get them on the blog.” — @jaycee001
How to Approach Repurposing Content
To demonstrate the value of repurposing content, John explains how his team at Intercom transcribes every podcast and publishes it as a blog post as well. Sometimes, he says, there are episodes that perform better in blog form rather than their original podcast form.
“Some people want to listen to stuff. Some people want to read stuff. Some people want to watch stuff. Think about how you’re serving the needs of those different audiences.” — @jaycee001