Lots of companies are jumping into content marketing lately, especially in the B2B space. If your company has decided to try its hand at content marketing, I’d like to say congratulations, and I’m sorry. Congratulations because content marketing can be a great tool to earn and retain customers. I’m sorry because it can be hard to know where to start.
And if your company is starting its first forays into content marketing, you may find yourself in the middle of a classic challenge—the content ramp-up.
Some companies may have dabbled in content before without seriously committing to it. Some companies may be starting from zero. Either way, if a little content is a good idea, a lot of content is a great idea right? Not necessarily. If you don’t keep the ramp-up in check, it can get out of control fast. And just like eating ice cream too fast will give you brain freeze, trying to ramp up content too fast can leave you with a major headache.
This headache can take many forms, from overspending, to problems demonstrating ROI, to customer confusion, to overworked employees, to general content ineffectiveness, and more.
Aside from a headache and the sneaking suspicion that your sudden rise in content production may not be doing everything it should, how can you tell you’ve got this particular content marketing ailment? Here are some common symptoms of content ramp-up brain freeze:
The content ramp-up is not the exclusive territory of misguided marketers. There are often good intentions at work with stumbles in execution causing the brain freeze. These are some of the most common reasons companies try to ramp up content marketing too fast:
Curing content ramp-up brain freeze may not be as easy as sipping on hot tea (a common brain freeze remedy), but there are plenty of things you can do to alleviate your content marketing headache.
Content ramp-up brain freeze happens the same way an ice cream-fueled brain freeze does—by taking on too much too fast. Content marketing is a marathon, not a sprint. It’s about building long-term relationships with your audience so that when they need what you offer, they already know and trust you. It’s not a short-term transactional way of doing business. If you want people to just show up, pay up and leave all in one visit, you’re better off trying your hand at vending machines—which, if they happen to sell cold stuff, can give you a brain freeze, too.