But one thing that keeps cropping up is the abundances of ideas versus the shortage of well-executed strategies.
It's so goddamn easy to come up with a lot of plans - we'll do some blogs and a whitepaper with a few infographics to support, is something I hear all the time. People put forward some ideas like this, the client says yes I like that and then a few weeks later not a lot has happened. You've still been posting a load of blogs and that's it.
Execution of content marketing strategies is a lot harder than the ideas phase.
The execution of the strategy is where the real value is derived from. True, you need some imagination to get those content creation thoughts out into the ether, but they count for nothing without a plan that can be executed.
This requires a driver - often an account manager - who will take charge of the implementation side of things, taking the client and production to task for not replying to emails, failure to come up with a list of topics etc.
They key is having someone who jus OWNS the campaign or the content strategy, whatever it happens to be.