One of the biggest mistakes made by many businesses taking tentative steps into digital marketing is to involve too many people, especially those in the higher echelons of the business. While it is important that all those in the business are aware of the campaigns being undertaken, they don’t all need to get involved.
What Problems Do Businesses Have When They Involve Too Many People?
The simple answer to the above question is the dilution of the message and voice. Successful digital marketing campaigns are about the personalisation of the message, about one voice telling a story to entice audiences to interact with your brand and find out more information.
What this all reminds me of is Monty Python and The Holy Grail. In one scene one of the characters comes across a three headed giant. Each of the heads wants something different. One wants to kill the character, one wants to let him go and the other is more interested in tea.
The concept works for digital marketing. The body of the giant is your organisation and the heads are different individuals getting involved in the message. Sir Robyn is the customer you need to engage and convert.
In the episode, Sir Robyn escapes because the heads can’t make a decision quickly enough. You can see the clip on YouTube here or watch it above.
Doesn’t This Mean We Just Have To Agree?
Agreement between three different people can be challenging. There isn’t just the message that is important, which can be fairly easy to agree with: there is a difference in style. The way you word and convey the message can be very important. Your target audience will have a specific style that they like to read.
If you have different people involved in your message creation you will have lots of different styles interacting in one message. This can be very confusing for your audience and limit the returns.
One of the most common aspects that causes problems is wording. What people don’t realise is that the written word is just an approximation. This often means that our blog posts can be written in several different ways. For example:
How we write blog posts can depend on our own experiences and preferences.
Can also be written as:
Our experiences and preferences can determine how we write blog posts.
It is through our preferences and experiences that the unique style of our blog posts is created.
Each of these sentences says the same thing, but is written in a unique way that will attract a different audience.
When more than one person writes a piece and then someone else starts to add their content, there will be a mix match of styles and this can look bulky and unprofessional.
So What Do You Do?
It is important that you have a clear definition of your content creation. Part of the process should be that one person is responsible for the writing and editing to ensure a style that is consistent throughout your content. This will give you better results.
That doesn’t mean that you don’t have others involved. You can have people involved in idea generation and other technical areas. But at the same time, clear guidelines should be developed on who is responsible for what.
At the same time, the more people you have in the process, the longer the development of your content will take. Therefore, you will want to create a schedule that has more steps in the process and therefore, you might want a general “blog manager” to ensure the blog runs smoothly.
Running a blog isn’t easy. It is harder when you have too many people involved in the process that all want to have their comments and styles inputted into your content. The only way to avoid this is to restrict certain responsibilities and ensure you have a clear and structured process for developing content. That way you can be sure you have strong content marketing campaign for the foreseeable future.