Through our consulting work, we’ve been involved in a wide range of content marketing projects over the last nine years.
Usually, the brand’s catalyst for a more strategic approach is a new website. As the hub of most content marketing efforts, it’s the obvious place to start.
Everyone gets fired up about web projects. They are an exciting, high-profile combination of content, design, marketing and technology. The cross-functional team work flat out for 4-5 months to launch the site on time.
But then, everyone goes back to their day job, often snowed under by a backlog of work that was put on hold to complete the web project.
This experience can result in feeling that the content marketing reality hasn’t quite lived up to the original vision.