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How A Ticked Off Client Forced Us To Get Real About Content Marketing Tactic Overload

The Content Council on May 18, 2017 - 8:16 am in Strategy

“Screw it. I’m done.”

I saw this coming. My client, a marketing manager at a mid-sized B2B company, was overwhelmed by the crushing load of supporting a content marketing program all by himself. I had watched his frustration build over several weeks. Lately, every time I visited he walked in the conference room, looking like he had been hit by a bat.

Frankly, it was my fault. His boss expected quick results and we were throwing every tactic against the wall to see what worked. Every new idea resulted in 2-3 hours of more work on his plate.

Today, he was ready to throw in the towel and probably our contract with it. Like an ER doctor, I slipped into triage mode to save the program (and my client). I told him to let me by him an early lunch. Three hours later, we had a game plan that aligned his resources with a pared down plan.

That experience taught our team to approach content marketing strategy with a minimalist approach, an approach that recognizes that the best plans fail when a business doesn’t have the time to execute it.

Today we’ll take you through the best practices we’ve developed to maximize time and results.

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