article | November 2, 2013
How to Create Quality Content When Nobody Wants to Do It
The solution is to create an internal content marketing capability. The primary drive behind producing content internally is creating buying process content. This is content that aligns with the prospects buying process. It pulls prospects through the buyers journey faster Your internal team has more product knowledge than any 3rd party content writer. This is where the quality content your buyer seeks comes from.
It sounds great right? Yes, but most likely the internal team doesn’t think so. Those who have tried to implement internal content marketing have run into roadblocks. We will discuss how to overcome those roadblocks.
Common Roadblocks for
Internal Team Content Development:
Your internal marketing team will rebel against writing their own content. They think it’s a copywriter’s job. You may start to agree when you’ve become the minority. If you want to be a successful inbound marketing organization, you must do content marketing right. You must convince the team that this is the best way to secure their jobs. That this is how the new buyer wants to buy before talking to our sales reps. Internal writing will produce quality content the sales rep needs to sell when they are not present.
So what can you do to change the attitude towards building an internal team of writers? How do you inject adoption? The answer is easy. You Gamify it.
Introducing Internal Content Marketing Gamification
Gamification it is the hottest trend to drive behavior of internal teams. If you Google the term, you can read for hours on end. The primary form of Gamification that will work with Content Marketing is the “Status Marathon”. These games use status ladders and rewards. Think of frequent flier programs in the airline industry. The “game” is deployed over time and you’re keeping track of each writer’s status. An example is, use as a quarterly/annual leaderboard contests. You can do this across many metrics that your content can be measured against.
How to Measure Content Marketing for Gamification
There are many ways you can measure and grade content marketing. You can do this by quantitative and/or qualitative attributes. Receive a copy of our Content Grader when you sign your team up to attend SBI’s research review session here. Not only will you receive access to this great tool for free, you will get:
Here are five important Quantitative measurements to include when gamifying:
Here are five Qualitative measurements that can increase the quality of your content:
Marketing leaders understand that content is the key to inbound marketing success. Building an Internal Content Team is the best option at producing quality content. It’s not easy and internal team members don’t want to do it. Inject adoption and excitement by Gamifying Internal Content Marketing. Sign-up here for a free gamication overview and see what top organizations are planning in 2014.
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A Business Strategy Consulting Company
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