The Spartan Plan To Powerful B2B Content Marketing

By Jim Roddy, VP of Marketing & VAR/ISV Business Advisor at the RSPA

When we were kids, shortcuts were celebrated. Hearing from a buddy, “You want to go play at that new field? I know a shortcut,” was met with a smile.

That get-there-as-fast-as-we-can mindset is often avoided in business because we assume the time-consuming, complex way is the best way. This is especially true with content marketing. Instead of focusing on creating quality content as quickly as possible, VARs and ISVs get bogged down in extraneous details, bloating the project to a point where the planned content never sees the light of day.

One organization I worked with to launch a podcast and video series a few years back wouldn’t let me move forward until we purchased, installed, and learned how to operate an expensive sound mixer. Then I had to integrate it with a new video/audio hosting platform and a professional-grade headset. They also wanted me to research how to convert my 14×12 office into a soundproof studio. All that would have added weeks to the project launch and required intense setup and testing before every recording. Before we could move forward, the person holding me to that lofty standard left the company, so I shared with his interim replacement my time-consuming technology struggles. He said, “Nobody expects us to be NBC. Use the headset you have and record everything on WebEx.”