The place of content within your marketing plan

In episode 54 of Brand Storytelling we bring forth the marketing knowledge of Darren Woolley, founder of TrinityP3. He joined Newsmodo’s Rakhal Ebeli to talk about the place of content within a broader marketing plan. Darren also gives some advice to brands who complain of poor return on investment.

Listen to the full podcast or read below for some of Darren’s tips.

The following is an excerpt from the Brand Storytelling podcast. Available on iTunes,  Soundcloud, and selected Android apps

Rakhal: I think a lot of marketers mistake advertising production or advertising outputs for content. That’s understandable. They think that if you make a 30 second TV ad and you put the 90-second version on YouTube, that’s a content exercise. I think that number is true from the perspectives that they feel that they’re creating some content. In fact, correct me if I’m wrong, but in that same survey, the number that have a content marketing strategy to define the content they’re producing and the channels that they’ll distribute it through is actually relatively small, isn’t it? 

Rakhal:    It’s about 33%. 

Darren:    Yeah. In actual effect, why using a content marketing technique if you don’t have a strategy for it? 

Rakhal:    We talked about that with Joe Pulizzi, it was number one on his recommendations for 2016 is have a plan. Even if you have to write it on a napkin, he doesn’t care. Just have a plan. It’s an important footnote for any of these conversations. 

What do you think is the percentage that content is playing in an average marketing output at this point in time in Australia? Are you seeing more of it? Do you think that it should be less, should be more? Is it giving ROI, or brand is pushing out so much content as an expense and starting to get content for fatigue?

Darren:    Ok, going back to the previous point. I think the danger is the ones that are producing content without a strategy are the ones that end up complaining about the poor return on investment for their content spent. When I see especially in the B2B space, people that do content really well are getting up on the personal budget of spending more than half of their budget on creating content, because they’ve got a very strong content strategy. They’ll spend half their marketing budget or more on producing content. 

    The difference is that a lot of the B2C brands will produce content, but it’s really more around customer support or customer service than it is around building engagement. Yet that’s still part of it. In those cases, it’s relatively small and you’re talking less than 10%. It varies greatly across categories, it varies greatly by brand. 

    What I’d like to see and the only way forward is for people to build a content strategy that sits within their overall marketing strategy and has a particular role, because then they’ll be able to see growth and measure results and be able to get a sense of the return on their marketing investment.