Companies with content marketing initiatives often make the mistake of seeing the content marketing function as a simple procedural, tactical operation, rather than a strategic one. Firms across all industries have come to realize that they need content, in the form of articles, blogs, white papers, case studies and more, and they need that content on their own site, on secondary sites of their own creation, and on third party media outlets as well.
The mistake often made unfortunately, is that marketing managers tend to be numbers-driven. They know they will dazzle the CEO if their department generates, for example, ten pieces of content a month, and makes five placements with backlinks in third party sites. In their zeal to reach numbers, the manager may hire some freelancers from an online job board, or contract with a service, which promises quick and easy content generation and placement in high Domain Authority sites.
Then, the manager gets the numbers, and everybody is happy – until that is, somebody in the board room actually reads the content, which has been placed on a spam site and looks like it was written by a machine.
Managing Editors aren’t just for newspapers. Every company with a content marketing strategy needs one. Having someone in this position will mean the difference between having a numbers-driven campaign with placements that nobody reads and content that is of marginal quality, and having a quality-driven campaign with articles read by real customers, and content that holds up under professional editorial scrutiny.
The cheap content mills that are often used by numbers-driven content marketing managers produce lots of content, but that content would never be accepted by an editor at a mainstream publication. A managing editor with a journalistic background understands the difference.
A Managing Editor can supercharge a content marketing strategy in several ways:
- The ME avoids content mills that produce thin and superficial content, and instead sources high-quality articles that adhere to professional standards.
- The ME, in addition to working with any third-party writers, also works with in-house staff to help finesse their content – which may be overly technical or too self-promotional – into something more readable.
- The ME answers the question, “What do we need to write about?” This overcomes the common problem of simply creating content that serves as a wrapper for backlinks and brand mentions, and instead focuses on delivering content that will be meaningful and engaging to potential customers.
- The ME bridges the gap between marketing and journalism. He or she understands for example, what an editor of an industry publication is looking for, and knows how to provide it.