Everyone’s a publisher now. It’s one of the most common refrains you’ll hear in the world of content marketing. And it’s true. A couple of years ago, one of the bosses of content marketing, Joe Chernov, told me, “We all have the means to be a publisher now. There’s been a massive disintermediation between somebody who wants to publish and an audience to reach. You don’t have to go to a printing press anymore. You can publish on a blog. You can publish on Twitter. Technology has enabled brands to do this wherein the past it was relegated to only the biggest companies.”
The vendor-as-publisher concept is a powerful one, but acting like a publisher is a lot harder than saying you’re a publisher. One of the more common questions our clients ask us is: “how do we scale our content marketing program”? It’s another way of asking “how do we act like a publisher”? A recent study by the Content Marketing Institute highlights the problem. When asked to identify their top content marketing challenge, marketers cited three primary issues:
1. Producing high quality content – 41% of respondents
2. Producing enough content – 20% of respondents
3. Producing content on a limited budget – 18% of respondents
This data highlights what you might call content marketing’s perfect storm: how can marketers create high quality content at scale with a limited budget?