Public Relations & Social Marketing Insight

Nichole Kelly explains why an amazing content strategy and a big trash can are the key to success in social media.

In marketing circles we’ve been talking about content marketing for a few years, but for some reason it hasn’t resonated with executives. And it’s partly on the shoulders of marketers who ask for budget approval on a “social media” campaign instead of a content marketing campaign. It also doesn’t help that content marketing isn’t a big company that the news stations can report on.

It is a disparate, disconnected, organic being that safely hides behind the curtain generating success or failure of online campaigns. Respectfully, it is the elephant in the room. When a marketer’s social media campaign fails too many times they chalk it up to the social network being wrong versus the fact that their content strategy was wrong.

We need to stop talking about “social media” and start talking about digital content marketing. Because content is the backbone to any successful campaign or strategy. The best digital marketing strategy will fail every time in execution if the content behind it sucks. The problem is creating amazing content consistently isn’t easy. It takes focus, creativity, a willingness to test and a preposterous threshold for failure....