Comblu recently quoted me in their blog on the pains brands face with content in social media. 

“Just this week, I was chatting with Rishi Dave atDell about content strategy. He and his team are passionate about content and believe it is a powerful engagement strategy IF done right. Rishi contends most brands are not ready or equipped to truly be a publisher.

They need to travel what he calls “the content pain journey”, which goes something like this: Most brands produce content episodically for a traditional marketing or thought leadership campaign. Then, they decide they need to amplify that content so they integrate mass social media into the channel mix. This leads to the realization that 1) they need a better process for scheduling content and 2) Holy cow! We need a lot more content. It is only then that they press pause and methodically examine their content creation and distribution approach.”

Social is more about a great content strategy, than a great Twitter or Facebook strategy. The ROI of the channel is 0. The ROI of the content in the channel is huge. 

The constant needs of social require daily publication of great content and conversations with customers around that content. However, brands are only setup to publish new content periodically when a new campaign comes along. The brand must become a publisher which requires a different organizational structure.

The content pain journey begins…