Is your company ready for the challenge of producing content?

Gilad de Vries at Content Marketing says:

Many companies plan to expand their content marketing efforts in 2013. This signifies a tremendous opportunity for marketers to supplement their existing expertise with content creation, curation, and amplification. But this opportunity also poses a great challenge: It requires skills that most simply don’t have. ...

So why is content marketing so challenging for traditional marketers? In most cases, creative shops develop an advertising strategy that has a “big idea,” or underlining message that the brand focuses on for the year, and a few campaigns that are planned and pre-scheduled. Alternatively, a successful content marketing strategy requires a shift in focus from several creative campaign “sprints” per year to an editorial-style content “marathon.” 

In other words, organizations need to adapt from building one big idea to weaving together a collection of small ideas for a robust, always-on creation and curation content strategy that is distributed across social and native advertising channels.