Kathy Baughman: Feeding the Content Beast is #2 Pain Point for Marketers

Kathy Baughman, president of ComBlu, highlights the four major pain points for content marketing.  Not surprisingly, she says that feeding the content beast is the second biggest challenge for marketers.  She says that many marketers go for quantity over quality:

Many brands overcompensate for their role as content publisher by generating a ton of content and indiscriminately amplifying it across as many channels as possible. The real goal is to create fewer pieces of “epic” content that kindles an “aha” moment when a person discovers it and realizes it is just what they need right now.

While some perceive curated content as being a part of the problem, by letting marketers quickly publish content with relative ease, in reality if you’re doing curation right, that should not be the case for the following two reasons:

• You are adding value along the way by annotating your content.
• You are not “indiscriminately” sharing content, but rather being highly selective about it.

Read original article at B2B Marketing Insider…