It happens everyday: the marketing director hands the writers a new assignment with little focus and direction. The wordsmiths are charged with "doing their magic" and creating great copy out of a poorly developed idea.
In the last twelve months, I have increasingly pushed back from this unsavory productivity trap. Content lives and dies by the idea behind it.
For example, are you charged with writing an article with no customer focus? Push back.
Does the product brochure assignment provide no information about your competitive advantage? Push back.
Is the art direction suggested generic and reliant on dull stock photography? Push back.
Content marketing is about more than well-written words. It's a whole package that will either distract readers long enough to absorb some information - and if you're lucky click to learn more - or will turn them off immediately.
Some marketing departments rush to deliver more email campaigns, white papers, flyers, and other materials. If you can produce quality work at that pace - do it. But, some times it's you who has to put the brakes on a campaign. Because if there aren't quality ideas behind it, it will only be your team that looks bad when the results come in. And your company's customers will lose out too - because you'll be wasting their time, as well as hurting your chances of engaging them in your next campaign.
So if your team is moving too fast and hasn't thought things through - Push Back!
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