Commitment – The 5th C for content marketing success

If you have been following our blog and The Marketing Academy Podcast you will have read and heard me talking about the 4 C’s for content marketing success. If not, you can click here to read the related article in a new browser tab and get yourself up to speed.

In summary, the 4 C’s are:

  • Consumer
  • Curator
  • Creator
  • Consistent

These 4 elements map out a journey. Typically when most of us start thinking about publishing a blog, a podcast or a video as part of our content marketing strategy we go through these stages in logical order as we start to understand what content marketing means for us and our business.

After interviewing and chatting to many business owners of the past few years, this is very much what their journey looks like. However, I recently came to realise that there’s another big ‘C’ that should be included in this mix.

Commitment – The 5th C for content marketing success

Recently Benjamin Thompson reached out to me after listening to episode 20 of The Marketing Academy Podcast. In this episode I talk about the ‘Start Your Podcast Today’ eBook of which the 4 C’s are included. Ben resonated with the 4 C’s and indicated to me that 3 out of the 4 C’s were the same as his…apart from my 4th C – Consistency. His 4th C for content marketing success is Commitment.

What I’ve done in this article is taken the inspiration from Ben to add a very important 5th C to the formula for content marketing success.

What does commitment really mean for content marketing success?

If you are familiar with content marketing you may have been involved with discussion around success in content marketing being attributed to having a content schedule. As important as it is to have a plan and the ability to commit to it, this is not really what my understanding of commitment is. For me, commitment in this context is much more that that.

Related Article – The good, the bad and the ugly sides of content scheduling

As a business owner that is embracing content marketing as a marketing and business philosophy, this is what I think commitment should include:

  1. A commitment to learning – Understanding that the content marketing landscape is forever changing and that in order to stay current you need to keep learning. This could be by following thought leaders’ blogs, podcasts, video channels, and keeping yourself current.
  2. A commitment to getting better – When you start your content marketing journey it’s likely that you won’t be producing your best content, not yet anyway. With a commitment to content marketing you will realise that you will get better over time through taking action and publishing content. It’s a journey of development.
  3. A commitment to teaching – You may already be familiar with the teaching philosophy of content marketing. As you become a great content marketer you will make a commitment to become a teacher of what you do.
  4. A commitment to inspiring and motivating – As you grow, mature and become great as a content marketer, not only will you inspire your clients, you will also inspire and motivate other business owners to do what you do. Over the years your commitment will be recognised and you can become known as a thought leader in your industry.
  5. A commitment to involvement – You will become involved in the content marketing industry as a whole by attending conferences, sharing and commenting on articles, podcasts and videos on the topic of content marketing. You can share great examples of content marketing in your industry and become an advocate through promotion and being proactively involved.
  6. A commitment to the longer term – Content marketing strategists and thought leaders often discuss the longer term strategy and focus required for successful content and inbound marketing. Your content marketing journey will very much require you to stay committed for many years. In fact, it will most likely become a part of your overall business philosophy and not just a marketing strategy.

Your turn

I hope that you will agree that commitment to a content marketing strategy isn’t just about planning and scheduling.

  1. How do you feel about your current content marketing strategy?
  2. How is your content marketing journey shaping up?
  3. Can you relate to the 5 C’s?

Let me know what you think in the comments section below.

Don’t forget to be awesome!


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About Chris Marr

Chris is the leading voice of the growing Content Marketing movement in the UK. His pioneering work has helped countless organisations grow through content marketing. His drive comes from a desire to help people break free from the world of interruption marketing.