I completely ripped this off my friend Tom McCall, Vice President, Chief Marketing Officer at ICU Medical. Like, verbatim. It was that good.
“If it’s true that the road to hell is paved with good intentions, then the road to content marketing consistency must run along a parallel path.
Whether it’s a customer-focused blog linked to your website, a social media marketing initiative designed to foster conversations with customers, or a media-rich digital magazine to showcase your company’s good works, a consistent content marketing program takes commitment, hard work, and resources. And that’s so why many of them fail to maintain momentum after a while. Some sooner. Some later.
Now, the truth is, nobody begins a content marketing initiative with the intention of failing to keep the effort going. Sometimes it just happens. Here’s a few tips for what to do when (not if) it happens to you:
1. Hit the reset button: Given 91% of B2B companies intend to make content marketing an important part of their business strategy, it’s highly unlikely that you’re going to let one or two failed attempts stop you from pressing on. That means no matter what, you’re going to need content (duh). So take a thorough inventory of whatever you have out there now and determine how much of it is still viable and usable. Then insert it into the mix and present it as new. Chances are if you’ve let it just hang out in cyberspace for a while without any concerted effort to drive traffic to it, the content will still be seen as new to most people, anyway. New post, new date, fresh content. Reset button engaged!