1.
C’s that your content
marketing strategy
cannot afford to lack.
www.stickyeyes.com

2.
There are key traits that
your content marketing
strategy simply has to
have.

3.
We call these
the five Cs

4.
Capability

5.
There is a skills gap in
digital marketing…

6.
(BIMA)
A survey of 272 UK
digital agencies
found that it takes
eight weeks to fill a
digital vacancy.

7.
And that skills gap is
costing the UK economy
£63bn…

8.
Whilst the cost to the
US economy stands at
$1trn

9.
So how do you solve
this problem?

10.
Look at the
skills within
your team,

11.
Identify where
the skills gaps
lie, and tackle
them,

12.
And encourage
a culture of
knowledge
sharing and
collaboration.

13.
Capacity

14.
Capacity and resources for
producing content is one
of the biggest challenges
facing content marketers.

15.
(Hubspot)
of content marketers cite “producing
engaging content”, “producing a
variety of content” or “producing
enough content” as their biggest
marketing challenge…
66%

16.
(Hubspot)
…whilst a further 20%
claim that “budget to
produce content” is
their biggest challenge.

17.
So how do you put
that right?

18.
Finding the time to
produce content is
obviously
important…

19.
… but the argument
for securing that time
is often difficult,
particularly if it adds
to existing workloads.

20.
So instead, focus
on the goals of
your content…

21.
…because with
clear goals and
objectives…

22.
… you can make a
better business
case for more
resources.

23.
Celerity

24.
Speed and timing can
be crucial in content
marketing…

25.
…particularly if your
strategy is built around
real-time events or fast-
moving trends.

26.
So you can’t afford to be
waiting around for
resource and support…

27.
… and you may
need to be on hand
outside of your
usual office hours.

28.
So what’s the answer?

29.
Identify what
matters most to
your audiences...

30.
What are they
interested in? What
do they talk about?
What matters to
them?

31.
Build your content
strategy around
those findings...

32.
… and ensure that
you are ready to
release that
content quickly.

33.
Clearance

34.
(Econsultancy)
53.4%
of content
marketers claim
that it takes too
long to get
feedback or
sign-off.

35.
(Econsultancy)
45.9%
Whilst almost half
claim that
changing briefs
after the content
has been produced
hold them up.

36.
Too many good ideas
are held up by lengthy
sign-off processes.

37.
And whilst sign-off
procedures are
sometimes necessary...

38.
…don’t let them get in the
way of a great opportunity
to reach your audiences.

39.
So how do we
overcome that?

40.
It’s all about
empowerment.

41.
Give your content team
the power to make
decisions…

42.
… without always having
to refer to management or
compliance.

43.
That often requires
some training...

44.
… and a lot of trust.

45.
But with the right
guidance, you can avoid
unnecessary hold-ups.

46.
Creativity

47.
There are hundreds of
different ways in which
to tell your story.

48.
What works for one
platform, or one
audience, may not work
for another.

49.
But producing different
content for different
mediums takes time,
resource, skills &
authorisation…

50.
…all of the things we
have talked about
earlier.

51.
So you need to think
creatively, and make the
best use of each and
every platform.

52.
And how do you do
that?

53.
Simply, you need to
address the other four
Cs.

54.
Creativity flows
when people have
time to think and
time to create.

55.
Creativity flows
when you have
the right mix of
skills and
expertise.

56.
Creativity flows
when you have a
clear objective to
aim for.

57.
Creativity flows
when you have
the agility to
respond.

58.
Creativity flows
when the
shackles are
removed.

59.
So in
summary

60.
Capability
Get the skills that you
need

61.
Capacity
Make the business case
to make time for content

62.
Celerity
Build a team and a
structure that is agile.

63.
Clearance
Empower your teams to
make the right decisions

64.
Creativity
Come up with remarkable
ideas that will engage.

65.
Want to learn more?

66.
Build your Content
Marketing Dream Team
Download the guide at
stickyeyes.com/dreamteam
@stickyeyes