Does anyone really understand what your marketing team does?
The sales team – maybe.
The execs – maybe.
If you’re in IT, the engineers and product guys – no.
If they don’t get it, how can you expect them to write content for you?
Marcus Sheridan put together a really interesting session about this struggle at HubSpot’s Inbound Marketing Summit this week. Most marketing teams focus on pushing people to deliver the ‘what’ – blog posts, market briefs, videos, etc. – but fail to explain why it matters and how it impacts the business.
I’m definitely guilty of this; I send out spreadsheets and calendars to manage the content process all the time (without taking the time to break down what’s in it for them). Odds are, you are too.
Here are some suggestions for how to change this – and improve the quality of your content and the frequency:
Explain how Google works – and how it gets visitors (and leads) to your site. SEO means nothing to people outside our function. Learn how to explain it so people understand.
Share your analytics – does your team understand that you can track which piece of content got a customer in the door? That’s powerful, especially when you put a revenue number on each blog post, email and downloadable content.
Don’t overcomplicate it. The sales and product teams are talking to customers every day. The best tip from Sheridan: Host a brainstorming session and ask them to list the top questions they hear. That becomes your content pipeline.
Stay tuned for more posts on what we learned at Inbound 2012.