Expectation: Quantity is greater than quality when it comes to content.
Reality: Marketing is no longer just a numbers game when it comes to content.
Expectation: Content creation should be done completely in-house.
Reality: External collaboration is a powerful tactic to ensure well-rounded perspectives.
Bringing in external copywriters, editors, content creators, subject matter experts, and others can help you gather fresh ideas and prevent burnout within your team. Collaboration, both in-house and externally, is absolutely imperative to delivering an impactful and sustainable content marketing strategy. But how does collaboration look in the new endemic era?
Expectation: Content marketing strategies are the same now as they were pre-pandemic.
Reality: The current endemic era has caused a shift in the content marketing landscape.
Expectation: Audiences are only looking for unique perspectives.
Reality: Audiences are seeking practical, actionable content.
Expectation: Audiences will become leads the moment they read the content.
Reality: Lead generation typically takes multiple touchpoints.