Can your content marketing strategy really cause disruption in your business?
Yes, it can. In fact, it had better.
That was the premise of Mitch Joel, president of Mirum, who spoke at Content Marketing World in September. Joel also suggested that companies try to be less like a Buzzfeed – constantly churning out more and more content – and be more like a Snapchat – that is, focus on building a network.
“The business we’re all in is in a massive state of disruption,” said Joel, and many bosses are panicked about that. “The way we’re producing content in an organization seems like destruction. But don’t confuse destruction with disruption.”
In order to cement the need for an effective content marketing strategy within your business, it’s important to follow three primary objectives with the management team.
First, focus on transformation. It’s about how to sell the change internally, so that it can be done externally.
Second, your approach better be innovative. After all, if all you’re doing is building a better mousetrap for advertising, you’re not doing it right, he said.
And finally, explain to management the importance of content marketing in the transaction. It’s not about commerce, he says, it’s about getting customers to interact with you, your brand, and your business.
Underpinning all that is understanding what network you are building to deliver this content and create a relationship with customers. It’s no longer about driving people to a channel, said Joel, it’s about driving people to a true network. “Content is dead,” said Joel provocatively. “The content network and distribution is the future. Few brands talk about that.”
Reminiscent of some of the early physical networks that disrupted the airline industry or package delivery and logistics, Joel said it’s no longer important to drive people to your site. “That’s the old hub-and-spoke model,” he said. What’s needed now is a more organic and dynamic “hub-and-hub” network that helps promote interactivity, experience, and loyalty.
So if you’re still “creating content for content’s sake,” or focused on perfecting the content itself, you’re doing it wrong. It’s all about being a disruptor by focusing instead on creating your brand’s content network.