Where the Hell Am I Going to Get Enough Content From?

Where the Hell Am I Going to Get Enough Content From? image commitmentWhere the Hell Am I Going to Get Enough Content From?


You’re sold-out on content marketing

You’ve made the business case to the CMO that you need to start doing it…

You appreciate that content is as much a tool for data and insight teams, as well as editorial staff…

You worked out what to talk about

You realise that content marketing means you will have to commit to a regular, consistent and relevant editorial programme…

Problem: How do you create enough content to do content marketing well

At idio, we typically suggest sourcing content from three distinct areas: Brand created content, syndicated content from media partners and web & community content

1) Branded content

It goes without saying that any brand pursuing a content marketing programme must produce its own ‘branded content’; content which clearly bears the brand’s name, values and authorial voice.
This could be done in several ways:

  • Original content a.k.a write it yourself, lazy bones!

As 2012, was recognised as the year that brands committed to becoming publishers. Perhaps the most stand-out example of this was Coca-Cola’s 20:20 initiative which saw them step away from bought media spots and pursue generating engagement through publishing original content – in particular, stories around Coca-Cola’s sponsorships and key values.

Operationally, the brands most committed to doing ‘content marketing’ in-house have created dedicated newsrooms where dedicated personnel have been deployed to schedule, create and govern large amounts branded content in a fashion that is as fluid and reactive as any media newswire. A good example of this model is Oreo whose ‘newsroom’ allowed it to publish the famous ‘You can still dunk in the dark’ post to Twitter during the 2013 Superbowl power outage.

  • Outsourcing to an agency

Getting to the dedicated newsroom option is perhaps a step too far for most CMOs.

Indeed, building a much smaller in-house team that can commit to even periodically creating high-quality, entertaining and informative content can be exceptionally difficult. A good content marketing program requires initial (and continued) buy-in from internal stakeholders; dedicated writers, editors and creatives; an investment from the top for budget and role-shifts and continual monitoring. For some, it is just too much of an ask to bring content creation and content marketing in-house.

The most time-honoured route is for brands to outsource their marketing activities to dedicated agencies that specialise in specific marketing functions.

The growth of content marketing as a practice has seen a parallel boom in content marketing agencies (or rather agencies rebranding as content marketing agencies) in the last few years. Some of the best content marketing agencies idio has worked with include the likes of Redwood and Velocity. Agencies like these have decades of experience delivering long-term content marketing programmes on behalf of brands that are editorially based, tell a story, marketing backed, have an objective, are behaviour driven, try to change or maintain a recipients behaviour, and are targeted towards a specific audience.

2) Licensed media partners

The biggest brands will already have sponsorships or partnerships with media publishers.

When leverage correctly these relationships can be most profitable; publishers are able to get more eyeballs on their content (and more eyeballs means more ad rev, right?) and brands get access to a constant stream of quality, credible content (and more quality, credible content means more eyeballs, which means more conversions, right?).

Where the Hell Am I Going to Get Enough Content From? image Pepsis social content dri 016Where the Hell Am I Going to Get Enough Content From?

Pepsi Pulse is powered by content provided by various media partners.

A great example of this is Pepsi Pulse which curates trending pop culture and entertainment news from media partners such as Mashable, The Los Angeles Times and and blends it’s own brand created content, such as deals and celebrity challenges.

3) Web & community content

In the web 2.0 era, received wisdom has it that is is no longer good enough for brands to have ‘customers’ but also to have ‘communities’. It’s with these communities of followers and fans, that brands are now expected to dialogue, collaborate, and – occasionally – co-create.

The opportunity for brands to utilise content created by fans is an invaluable way to make their content marketing programme something that has buy-in and ownership from participants, but of course makes it sustainable as well.

Most likely there are also lifestyle bloggers who aren’t part of a brand community that are writing regularly and passionately about subjects and topics of a good enough level that a brand could curate and republish it with permission.

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Diageo’s 1759 Magazine aggregated web content from bloggers who wrote about relevant topics.

Diageo’s Guinness 1759 Magazine (client) was powered by content aggregated from eighty bloggers who – whilst not being out-and-out Guinness fans – were already writing quality blogs around topics such as sport, music and lifestyle. The opportunity for these bloggers to have their work exposed to a brand’s audience, with a linkback and attribution, provided a compelling proposition for use of their content.


However you choose to go forwards with a content strategy and subsequent editorial programme, getting enough content is only half the battle. The most successful brands are using content to not only engage, but to also create intelligent customer experiences that are useful, personalised and relevant.

To learn more about how idio can help you do that, please get in touch.

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