Monday, February 8, 2021

Creating a Culture for Content Creation

What does your organization’s culture and content have to do with one another? Upon first glance, you may think they are totally separate entities. But dive a little deeper into each, and you’ll quickly see how one affects the other.

During his episode of the Real Marketers podcast, Christoph Trappe, Content Strategist at Voxpopme and Chief Content and Marketing Officer at The Authentic Storytelling Project, shared how an organization’s culture affects content creation. Let’s take a look at just how the two are intertwined.

No More Meetings 

I think we can all relate to the scene from The Office when Pam Beasley chants “No more meetings!” It seems like our calendars have been overtaken by Zoom. Unfortunately, we can’t cancel all of our meetings, but organizations need to rethink how they conduct meetings.

Having five meetings at scattered parts throughout the day is not conducive to a content marketer’s workload. I don’t know about you, but I would find it difficult to write if I’m being interrupted every half hour. After surveying the REAL Marketers community, we discovered several content marketers implemented a “No Meeting Mondays” initiative. This allows for a day fully devoted to writing without receiving a surprise Zoom meeting in the middle of the day.

If executing a “No Meeting Mondays” initiative isn’t a viable option for your organization, try reorganizing your meeting schedule. I recently did this and it has made a world of difference. Schedule your meetings at either the beginning of the day or in the afternoon. This frees up a good chunk of your schedule so you can devote time to content creation.

Patience is a Virtue 

We want everything now. It’s part of the reason why Amazon Prime and streaming services are so popular. But just because senior leaders want results as quickly as one can queue up the latest episode of The Great British Bake Off on Netflix, doesn’t mean it will happen.

Great marketing takes time. Sure there are things you can do for fast wins, but it’s not conducive to witnessing long-term results. This is particularly true with content. Like it or not, content marketing is a long game. An eBook or a robust blog program won’t drive immediate results, But if you do it well, you’ll continue to see the fruits of your labor pay off. After all, no one became an executive overnight, right?

Have Some Fun 

If an article is boring, I’m clicking away. Sorry, it’s true. There’s too much content in the world now to consume content that isn’t engaging. If you’re a B2B marketer and are apprehensive of putting your personality in your writing, don’t be; consumers want to read something written by humans, not robots. Using artificial intelligence (AI) is fine when it comes to content creation, just take a second look and add your personality where you can. Repeat after me: B2B marketing should NOT be boring.

Not only will letting your personality shine through your writing keep audience members engaged, but it will also attract better talent. Who wants to work for an organization where the people sound boring? Not me. In the age where an organization’s culture and corporate events look a little different than it has in the past due to the pandemic, finding ways to showcase your culture is imperative.

Want more tips on content creation? Listen to the full episode with Christoph Trappe, where he discusses how designers and content marketers should work together and what you need to add to your marketing strategy as soon as possible.