Content marketing requires courage. Courage to go against the flow, to invest for the long haul and to move focus away from your own company to ...

Content marketing requires courage

Content marketing requires courage. Courage to go against the flow, to invest for the long haul and to move focus away from your own company to meet the needs of the recipients. Do you have what it takes to succeed with content marketing?  

Those who want to succeed at content marketing does not lack inspiration and new knowledge. Google offers more than 60 million hits on ”Content Marketing Best Practice” and it’s enough to scratch that surface to learn more. Or even a lot more.

The problem with ”best practice” is however that it’s no longer ”best practice” if everyone does the same thing. Or as Jay Acunzo so aptly puts it:

”Good marketers follow best practices. Great marketers craft their own.”

The importance of daring

Content marketing requires courage. Courage to invest in the long run, courage to focus on your sweet spot and courage to create content that meets the recipients’ needs. Running a successful content marketing program requires strong, brave leadership with clear mandates. Seth Godin writes in his book Tribes about those who lack the courage to lead:

”I think these people are becoming even better at following, but are never learning to lead. They’re following instructions, following directions, following the pack…”

To follow is not the same as to lead. And in order to lead, you need leadership. To become a leading, knowledge-driven brand you have to lead, not follow. To then stare blindly on best practices and follow all the wise advice, is not displaying courage.

Choosing new paths

I recently visited Tromsø International Film Festival. My assignment was nothing unusual – I held a presentation in content marketing – but the framing was new to me. The seminar I attended was mainly about film, virtual reality, artificial intelligence and game theory.

During two days I spent time with people who didn’t know what content marketing was, and they got to know me and my ignorance of the latest film technology. I think it was useful to them, and I know it was useful to me. Those two days gave me more new knowledge and inspiration than a content marketing conference, full with best practice and new trends, would.

Summary

To succeed with leading rather than following, you must challenge the status quo. You must question what everyone takes for granted and dare to try something new. You must question what is ”best practice” and find your own way. Only then can your communication make an impact.

Do you have what it takes to succeed with content marketing?