Managing Content Marketing by Rose Robert

Author:Rose, Robert [Rose, Robert]
Language: eng
Format: mobi
ISBN: 9780983330707
Publisher: CMI Books
Published: 2011-10-09T16:00:00+00:00

- What happens if no one cares what we’re saying?

- What happens if our customers start saying negative things about us when we put ourselves out there?

- How are we going to get all the internal stakeholders involved in this new strategy?

- Why will anyone in our business care?

Is there even a way to win this game?

In the Star Trek universe, there is a training exercise designed to test how a Starfleet cadet will react to a no-win scenario. The test involves a simulation where a civilian vessel called the Kobayashi Maru has been crippled. Life support is low and all aboard will surely die if the captain doesn’t rescue them quickly. The problem is that the ship has the unfortunate circumstance of being crippled on the wrong side of the Klingon neutral zone. That’s bad news. In short, it’s a test that no one has ever faced before — and one that no one can win. It’s a test purposely built to test the limits of a leader’s skills as he has to facilitate a losing process.

But, of course, our hero James T. Kirk doesn’t believe in the “no-win scenario.” In Star Trek II: The Wrath of Khan — and subsequently revisited in the J.J. Abrams movie Star Trek — Kirk is the only cadet to ever beat the Kobayashi Maru test. How? He cheated. Or, in his words, he “changed the conditions of the test.”

That’s a great lesson to keep in mind as you start this journey to create a brand new process to facilitate your shiny new content marketing strategy. This new process operates at a speed, agility, and nuance that most organizations just simply aren’t used to — and in many cases simply can’t keep up with. Remember, we’re not only defining and creating a “publishing” process — we’re also inventing a “listening” process (aka, setting up listening posts). And we’re opening this process up to a much wider, coordinated effort between all of the stakeholders in the organization. This means that we’ll be engaging everybody from marketing, sales, customer service, product development, finance, legal — and even the C-suite. The old adage is true — now everybody really does have two jobs: theirs and marketing.

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