Is content creation keeping you awake at night?

A large part of marketing today seems to centre around creating content – but it can be time-consuming and hard to achieve. In fact, recent research from Sitecore suggests that 65 per cent of marketers spend more time creating content than they do with any other activity, while a huge 97 per cent claim they are struggling to produce enough content and are actively hunting for solutions. 

In a presentation at Sitecore Experience 2019, Tim Pashuysen, co-founder and CSO at Stylelabs (which Sitecore acquired at the end of November), said that content creation is ‘very much a threat to brands adapting – or failing to adapt – to an omnichannel world’. He went on to suggest that brands are lacking two things when it comes to content – quality and quantity. 

He stated that content needs to be:

High quality and accurate: to differentiate your content in the market, you need well-written, high-quality, and highly accurate content referencing reputable sources and studies. 
Catered to a growing number of channels: the omnichannel experiences rely on good content.
Personalised: 84% of customers say being treated like a person, not a number, is very important to winning their business.

He offered five practical steps:
1. Adjust your mindset
2. See content creation as a process
3. Make content production part of your enterprise landscape
4. Modularise your content
5.  Invest in tools to help streamline content governance

In many organisations, creating content is not seen as important, with team members randomly getting asked to ‘write a blog’ when social media channels or the news section of a website looks a bit empty. There are rarely any timetables in place and it can be overlooked as an important put of the marketing diary, such as a monthly newsletter or a marketing campaign of some sort.

To make it something which is taken more seriously means the introduction of a timetable and making sure that team members need to realise it’s their time to write some content, because there’s a deadline approaching in their calendar. 

In his talk Tim Pashuysen explained: “Establishing milestones will also help your organisation overcome operational issues. For instance, the first milestone can involve generating ideas, the second milestone can involve the creating of the content, the third revising and approving, and the final milestone publishing. This will enable your organisation to quickly identify where improvements in the process need to be made.”

To solve the content crisis, you need the right strategy and the right tools. If you’ve got any questions, do contact Lake Solutions. 

Article Details

Ian Jepp
30 July 2019