WARNING: Bureaucrats will kill your content marketing program.
Bureaucrats like to check boxes, develop forms, and create needless hurdles and hoops. Content marketing is problematic for this type of person because it is a moving target. Being flexible and trying new things is what the brands, businesses, and causes experiencing the most success from content marketing do regularly.
The deadliest characteristic of bureaucrats is they love a complex process more than achieving some sort of defined, measurable outcome. When the focus is on a reaching or creating a particular outcome, the path to that outcome is irrelevant.
In fact, you should expect the process to change quickly, regularly, and consistently over time. But change frustrates bureaucrats. Change disrupts the complex process which creates so much satisfaction of this type of person.
The most dangerous thing a brand, business, or cause can do as content marketing becomes part of the normal flow of activities is to charge a bureaucrat with responsibility of managing its content efforts.
Yes…content marketing is…
- Defined and measurable (in its mature state)
But…content marketing is also…
- Always evolving
Whether your brand, business, or cause is for profit or not-for-profit, the person or team who oversees content marketing should be tied to the creation of revenue. That is the purest form of accountability within any organization.
If content marketing is driving your revenue “up and to the right” consistently over time, then you’re managing it correctly. If doing content marketing a certain way today is more important than achieving a particular revenue goal in the near future, then you might have a bureaucrat in charge. And that means it’s time to make a change.
Is your content marketing being driven by a bureaucrat or someone with a burning desire to help you develop your revenue engine?
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