Afraid of Striking out at the Content Marketing Game? Don’t Be

shutterstock_89687209When we think about fear, Franklin D. Roosevelt’s iconic statement from his first inaugural address undoubtedly comes to mind: “The only thing we have to fear is fear itself.”

It’s an incredibly simple but powerful statement. After all, why fear something that is out of our control? Why play the “what if” game instead of simply living life? We spend so much time worrying about something that can happen as opposed to just dealing with adversity when it comes our way.

While I love this quote, it has become mundane—ineffectual if you will. And that’s only because we hear it too much and very oftentimes from that friend who pontificates on all things history-related. So today, I am going to throw one more at you in the hope that it pulls at your heartstrings the way FDR’s quote certainly did during the Great Depression.

“Do one thing every day that scares you,” courtesy of FDR’s beloved right-hand woman, Eleanor.

Maybe that one thing is taking a job interview with that Fortune 500 company. Maybe it’s mending the bridge with your mother-in-law once and for all. Maybe it’s going sky diving.

Or maybe, just maybe, it’s taking a dive into the ever-growing content marketing pool.

And we don’t blame you for thinking it’s scary! In fact 64 percent of B2B marketers are handicapped when it comes to their content marketing strategies because they don’t have the time to produce enough content; 52 percent struggle to produce copy that engages; 45 percent are unsure of how to vary their content and 33 percent are unsure of how to measure the success of content marketing strategy, among other statistics.

However, the more compelling statistic that should concern you is the fact that 91 percent of B2B marketers are already using content marketing. Simply put, if you are in the nine percent not leveraging content marketing, make this marketing endeavor the thing you try today. The benefits of content marketing—a strategy that involves creating and sharing relevant, customized copy with the end goal of helping a company bolster its brand awareness and profitability—are countless. A few include: augmented brand awareness, increased thought leadership, enhanced SEO, improved website traffic and bolstered customer retention/acquisition.

There is always the fear of failing—that goes without saying. But in the spirit of the Roosevelts, push yourself out of your comfort zone.

Is your company without a blog? Does it sit out of weighing in on trending topics on social media? Does it rebuff integrated marketing strategies like videos, infographics, case studies and white papers? If you are answering yes to any of these questions, you are already letting the fear of striking out keep you from playing the game.

So how do you make the move to content marketing less “scary?” Consider the following:

  1. Set your content marketing objectives: If you don’t establish what you are hoping to achieve, you will have no way of benchmarking success. Determine what it is you want to get your of your content marketing strategy and identify tools and tactics to get you there.
  2. Embrace the notion of trial and error: Convinced that Facebook is the best platform to share your newly created blogs? Toying with the idea of introducing infographics to your target market? So what if these approaches fail. That is the beauty of content marketing—there are multiple ways to share your story.
  3. Surround yourself by those smarter than you: The key to a successful content marketing strategy is to have the best of the best telling the tale of your brand. Hire the best social media managers, copy writers, editors and designers to evangelize your brand. Operating under a strapped budget? Then let our team become your team.

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