Will Increased Content Marketing Budgets Have a Positive Impact?

Will Increased Content Marketing Budgets Have a Positive Impact?

A number of recent studies indicate that budgets for content marketing have increased significantly year over year. While this is certainly a good thing, I wonder if marketing teams will just spend a lot of money and have nothing to show for it at the end of the year. Or worse, take a perfectly good method and give it a bad name. This is particularly true of technology companies.

Technology companies are fond of talking about their products. They often lack the core skills needed for effective content creation. So they will continue to produce the same product-centric “let me tell you about me” content they’ve always delivered. Including all the hollow-calorie filler words they are fond of using (robust, state-of-the-art, extensible, best-in-class, world-class, flexible, scalable, [fill in the blank with your favorite]). They’ll just stuff it into a new set of ‘channels’.

It sets the stage for a flood of useless dribble that won’t excite buyers or drive interest.

Content needs to educate and inform. To shape opinions. To make buyers think differently about solving their problems. And to associate those things with your products and services. We need a different approach.

Hire journalists into your marketing team. People who have the skills needed to communicate effectively with an audience. Few technology companies have these skills in-house. It’s time to change that. If we are to become content creation and marketing machines we need to stop thinking about ‘speeds and feeds’ and start thinking like publishers. And we also need to stop talking about us and start talking about them.

Image: FreeDigitalPhotos.net by Stuart Miles

Jim Semick

Jim Semick

Jim Semick is co-founder of ProductPlan, a leading provider of cloud-based roadmap software for product and marketing teams. For more than 15 years he has helped launch new products now generating hundreds of millions in revenue. He was part of the founding team at AppFolio, a vertical SaaS company. Prior to AppFolio, Jim validated and created version 1.0 product requirements for GoToMyPC and GoToMeeting (acquired by Citrix). Jim is a frequent speaker on product management and the process of discovering successful business models. He contributes at www.productplan.com/blog. Follow Jim on Twitter at @JimSemick.


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