‘What’s best practice content marketing?’
That’s a doozy of a question, isn’t it?
The ‘answer’ to the question will come from one of two sources:
1.) The journalist turned content marketer – “create content your audience will love”
2.) The search specialist turned content marketer – “create content that will drive traffic”
The answer will then include the caveat of content distribution, authenticity, thought leadership, and so on.
I don’t believe we can gain knowledge from the pursuit of best practice.
We gather facts that provide reassurance that content marketing is the right direction for our business.
We gather case studies of businesses that have experienced growth on the back of content marketing.
We build our own case to justify why we spend our time writing rather than promoting our business through the channels we’ve become so accustomed to.
But, what really can best practice teach you?
- what subject to blog about?
- what platform to utilise?
- what tactic can build your subscriber base?
- which methods to automate?
- what to outsource what to do yourself?
Best practice is the convergence of what has worked well for others. Not you.
The best practice for your business, right now, is to practice. To set the groundwork, define the approach, and get out there and do.
Only then can you seek better practice from your own work, not best practice from the work of others.
I listen back to the first episode of our Marketing Homebrew podcast. Boy, were we raw. We’ve just uploaded show number seven. In a little over 2 months we’ve settled into our format. We’ve learned how to keep on message. How to question. All the little things that matter. Things, I wouldn’t have learned if I’d sought out best practice. Refinements through practice. Taking comfort in the fact that we’re making good steady progress.
Start your practice. What are you waiting for?
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