{"id":2860,"date":"2023-02-16T12:58:00","date_gmt":"2023-02-16T17:58:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2860"},"modified":"2023-04-14T14:41:42","modified_gmt":"2023-04-14T18:41:42","slug":"too-much-content-not-enough-marketing","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/too-much-content-not-enough-marketing\/","title":{"rendered":"Field Notes #032: Too Much Content, Not Enough Marketing"},"content":{"rendered":"\n<p>Even though it\u2019s what the role is often relegated to, a<strong>&nbsp;content marketer&#8217;s job isn&#8217;t to write blog posts.<\/strong><\/p>\n\n\n\n<p>A person that only focuses on producing blog content isn\u2019t a marketer, they\u2019re a writer (and we can have a whole discussion on how complex that role can also be).<\/p>\n\n\n\n<p>For a content marketer, blogs may just be one type of output in service of a larger outcome:&nbsp;<strong>business growth<\/strong>.<\/p>\n\n\n\n<p>Rather than narrowing a content marketer\u2019s focus to the blog, to be impactful, the role should be highly cross-functional and strategic.<\/p>\n\n\n\n<p>A content marketer&#8217;s job also includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understanding the business strategy and objectives<\/li>\n\n\n\n<li>Identifying traffic growth and demand generation opportunities<\/li>\n\n\n\n<li>Building trust and credibility in the business by educating your target audience<\/li>\n\n\n\n<li>Telling the product positioning and story through every piece of content<\/li>\n\n\n\n<li>Keeping the business top of mind for buyers who aren&#8217;t in the market<\/li>\n\n\n\n<li>Building relationships internally and externally to learn how to do these things better (that means getting outside the company marketing team bubble and talking to product, sales, customer support, and marketers at other companies)<\/li>\n<\/ul>\n\n\n\n<p>Again, these activities are all in service of the outcome:&nbsp;<strong>growing the business<\/strong>, i.e. generating leads, pipeline, and revenue.<\/p>\n\n\n\n<p>Content (blog posts, ebooks, case studies) is the deliverable that synthesizes all those inputs in an effort to influence the outcome.<\/p>\n\n\n\n<p>The role of \u201ccontent marketer\u201d can and should be more cross-functional.<\/p>\n\n\n\n<p>However, it\u2019s rare to see content marketers do this because it\u2019s not usually expected, tough to do, and requires additional effort. And because it\u2019s not expected, tough to do, and requires extra effort, it continues to be rare to see.&nbsp;<\/p>\n\n\n\n<p>Some folks to follow who do approach content this way that are worth paying attention to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/alliecdecker\/\" target=\"_blank\" rel=\"noreferrer noopener\">Allie Decker<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/traceyrwallace\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tracey Wallace<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/jakubrudnik\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jakub Rudnik<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/fiorenzadossetto\/\" target=\"_blank\" rel=\"noreferrer noopener\">Fio Dossetto<\/a><\/li>\n<\/ul>\n\n\n\n<p>So content marketers, step up and out of the box you\u2019ve been put in.<\/p>\n\n\n\n<p>Marketing leaders, empower your content marketers to have more impact. Support and champion them to take on cross-functional projects and have an impact beyond the scope of the blog.<\/p>\n\n\n\n<p>Want more insights like this?\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/davidlykhim\/\" target=\"_blank\" rel=\"noreferrer noopener\">Connect with me on LinkedIn<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recommended-reads\">Recommended Reads<\/h2>\n\n\n\n<p>1. <a href=\"https:\/\/beomniscient.com\/blog\/the-merits-of-gated-content\/\" target=\"_blank\" rel=\"noreferrer noopener\">Open or Closed: The Merits of Gated Content<\/a>\u00a0&#8211;\u00a0&#8220;Should we put content behind an email gate? Could we get more traffic if we ungate it?\u201d We get this question all the time. Allie responds.\u00a0<\/p>\n\n\n\n<p>2. <a href=\"https:\/\/open.spotify.com\/episode\/1ckI0iwBQNrQa2vqeIGGu1?si=0525552077b34136\" target=\"_blank\" rel=\"noreferrer noopener\">All In Pod: Google vs Microsoft<\/a>\u00a0(Spotify link, jump to 33 min) &#8211; There\u2019s a lot of talk about how Bing + ChatGPT and Google\u2019s BARD are going to change how people search. Most of it is people just jumping on the hype train. I believe it\u2019s way too early for people in content and SEO to react for a multitude of reasons which we\u2019ll share in a blog post soon. But the guys on the All In podcast have a great discussion about the dynamics between Microsoft and Google. We can extrapolate different scenarios and what they might mean for us.<\/p>\n\n\n\n<p>3. <strong><a href=\"https:\/\/www.aleydasolis.com\/en\/search-engine-optimization\/chatgpt-for-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">20 Ways to Leverage ChatGPT in your SEO Activities<\/a><\/strong>\u00a0&#8211;\u00a0I don\u2019t believe ChatGPT or any of the AI content generators will get rid of writing and SEO (at least not yet). But these tools help us be\u00a0<strong>a lot more efficient and effective<\/strong>. This article helped jumpstart my ideation for how we might use these tools to augment some of our processes. Here\u2019s an example prompt I tried out (we connected ChatGPT to our company Slack). Obviously seems some rewriting and polishing, but a decent starting point:<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even though it\u2019s what the role is often relegated to,&#8230;<\/p>\n","protected":false},"author":5,"featured_media":2861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-2860","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Field Notes #032: Too Much Content, Not Enough Marketing - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/too-much-content-not-enough-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Field Notes #032: Too Much Content, Not Enough Marketing\" \/>\n<meta property=\"og:description\" content=\"Even though it\u2019s what the role is often relegated to, a&nbsp;content marketer&#039;s job isn&#039;t to write blog posts. 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