Content marketing success is not down to luck. It’s due to a calculated, formalised strategy and plan. Marketers who are consistently successful have different priorities than others. And here are some traits of successful content marketers!

1. Artandtechnologyaretwocrucialcomponentsof
changeonourplanet.Bothmayworkwellinisolation,
butneverasstrongaswhenthey’reputtogether.Limit-
lessisaunionofboththesepowerfulforcesandbe-
lievesinusingtheircombinedenergiesforthegreater
good.Thisallowsustocreatewithvelocity,empathy
andgreaterinteractivity
THEBESTAGENCYFORYOU
Discoverhow
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canimprove
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The7Traitsof
Successful
Content
Marketers
”

2. DESIRE
”“Whateverthemindcanconceiveandbelieveitcanachieve.”
YYoucantalkaboutallthethingsgoodcontentmarketersshoulddotoattractandretaincustomers–
contentstrategy,contentdocumentation,contentintegration,etc.,butdesireisnumerouno.Every-
whereItravelIheartheobjection–mostmarketerssimplydonothavethedesiretobeTHEinforma-
tionalresourcefortheircustomersandprospects–theydon’twantitenough.Theytalkofcontentmar-
ketingasachore…asachecklistofthingstobedoneduringtheday,notasacoreservicetocustom-
ersnecessaryforthecompany’ssurvival.
Look,youarecompetingnotonlywithyourcompetitors,butalsowiththemedia,Google,Gameof
Thrones,andeveryotherdistractioninyourcustomers’lives.TobeTHEgo-toresourceforthem,you
havetowantitmorethananythingoranyoneelse.Thisisnevereasy,butitismucheasierforsmaller
businessesheadedbypassionatepeople.Simplyput,thereislittletonopoliticstodealwith,anda
changeagentcanpushthroughandmakechangehappen.
InlaInlargerenterprises,theremustbeacontentmarketingchampionwhohastherealdesiretobethe
bestandbegivenenoughlatitudetoexperimentandpossiblyevenfailmultipletimes.Mostlargecom-
paniesaren’twillingtodothis,whichiswhysmallerbusinesseshavetheultimateopportunitywhenit
comestocontentmarketing.

3. faith
”“Faithisthe‘eternalelixir’whichgiveslife,power,andactiontotheimpulseofthought!”
Wantingitisonething,butactuallybelievingyoucanbeTHEinformationalexpertforyourindustryis
another.WhenwestartedContentMarketingInstitute,wefirmlybelievedthatwewouldbetheinforma-
tionalresourceforourindustry.Itwasunquestioned.Itwasonlyamatteroftime,energy,andpersis-
tence.
Rarelydoyouseethiskindoffaithwithnon-mediacompanies.Corporatebrandsshouldtakeapage
frommediacompaniesinthisrespect.WhenIworkedatPentonMedia(alargeB2Bmediacompany)
andwouldmeetwiththechiefeditorsforourbrands,theybelievedwithoutquestionthattheirbrand
wastheleadingproviderofinformationinthespace.Itwasanon-issue…itjustwas.Thatisexactlythe
kindoffaithyouneedtobetheexpertinyourfield.

4. SpecializedKnowledge
”“Generalknowledge,nomatterhowgreatinquantityorvarietyitmaybe,isofbutlittleuse…”
Oneofthebiggestfailureswhenitcomestocontentisalackofspecialization.IseeHVACcompanies
bloggingaboutthetownfestival.IseemanufacturingcompaniescreatingarticlesonbestHRpractic-
es.Ithurtstoseethis.
Tobetheexpertinyourindustry,youmustfirstdefineyourcustomers’painpointsandthenicheindus-
tryyouwillcoverthatwillmakeadifferenceinyourbusinessandinyourcustomers’lives.Getlaser-fo-
cused.Thinkofyourselfasthetrademagazineforyourindustry.Coverthat.Betheexpertinthatarea.
Ifyouarealargeenterprise,youwillneedseparatecontentstrategiesforseparateaudiences,notone
broadinitiativethatmakesnoimpactonanybody.
Remember,ifyourcontentisforeverybody,it’sfornobody.

5. IMAGINATION
”“Ithasbeensaidthatmancancreateanythingwhichhecanimagine.”
AsMr.Hillsays,ideasaretheproductsoftheimagination.Forcontentmarketingtowork,youneedto
embracebeinganideafactory,notacontentfactory.Justasnewsorganizationscoverthenewsofthe
day,youneedtocoverthenewsasitrelatestoyourindustry.Takethecontentyouhaveandthinkcrea-
tivelyaboutstorytellingconcepts–visual,textual,andaudio–innewandcompellingways.
ThebestwayI’veseenthisworkforbrandsistodosomethingcreativeandnewatleastonceaquarter.
RobertRosecallsthisa“pillar”pieceofcontent–somethingthatmakesamajorimpactontheindus-
tryandstandsthetestoftime.Thatcouldbeabook,aninfographic,adocumentary,etc.,thatworksin
conjunctionwiththeregularcontentyouproduce(blog,e-newsletter,podcast,etc.).

6. ORGANISEDPLANNING
”“Alignyourselfwithagroupofasmanypeopleasyoumayneedforthecreationandcarryingoutof
yourplan…”
Shouldyouuseemployeesforyourcontentcreationefforts?Yes
Shouldyouusecustomersforyourcontentcreationefforts?Yes
Shouldyouuseoutsidefreelancersandpartnersforyourcontentcreationefforts?Yes
FFolks,thereisnoonewaytobetheleadingcontentexpertforyourindustry.Thatsaid,ifyouhavethe
opportunitytoapplyresourcesfromanumberofareas,internalandexternal,doit.Brandsdoingitright
haveachiefcontentofficer(leadsthecontentstrategy),amanagingeditor(overseestheprocess),con-
tentcreators(internalandexternal),contentproducers,andcontentlisteners.
RightnoRightnow,weareinthemidstofamarketingdepartmentrevolution,wherethemarketingdepartment
isstartingtolookandfeelmorelikeapublishingoperation.Asamarketer,youneedtonotonlyrecog-
nizethistrend,butalsobegintooperationalizeyourstorytellingforthefuture,includingdevelopinga
businessmodelthatdrivesdirectrevenuesfromthecontentyoucreate.

7. DECISION
”“Procrastination,theoppositeofdecision,isacommonenemywhichmustbeconquered.”
Inthebook,Mr.Hillprofiledhundredsofthemostsuccessfulpeopleintheworld.Everyoneofthem
hadthehabitofreachingdecisionspromptly,andofchangingthesedecisionsslowly,ifandwhenthey
werechanged.Unsuccessfulpeople,thebooksays,haveahabit,withoutexception,ofreachingdeci-
sionsveryslowly,ifatall,andofchangingthesedecisionsquicklyandoften.
Reachingdecisionspromptlyandchangingthemslowlyifatallisthetypeofmentalityyouneedto
bringtoyourcontentmarketingapproach.

8. PERSISTENCE
”“Will-poweranddesire,whenproperlycombined,makeanirresistiblepair.”
Withoutadoubt,thebiggestreasonwhyacontentprogramdoesnotsucceedisbecauseitstops.I’ve
seenbrandafterbrandstartablogorane-newsletteroravideoseriesorapodcastseriesandstop
afterjustmonths.Contentmarketingisawarofattrition.It’saprocess.Successdoesnothappenover-
night.

9. MELVINJACOB
CREATIVEDIRECTOR
KKISHORE
BUSINESSDIRECTOR
VIKASJHA
FOUNDER
Artandtechnologyaretwocrucialcomponentsofchange
onourplanet.Bothmayworkwellinisolation,butneveras
strongaswhenthey’reputtogether.Limitlessisaunionof
boththesepowerfulforcesandbelievesinusingtheircom-
binedenergiesforthegreatergood.Thisallowsusto
createwithvelocity,empathyandgreaterinteractivity.
ALITTLEABOUTUS
ABOUT
US
OURTeam
408,7thCrossRoad,4thBlock,
Koramangala,Bangalore
560034
letsconnect@plash.in;vikas@plash.in
+91-9611803388
belimitless.media
GETINTOUCH
Thoughdiverseinbackgrounds,weuniteinourlovefor
craft.That'swhyinashortspanof6months,ourworkhas
beencoveredbyBuzzFeed,ScoopWhoop,LogicalIndian,
StoryPick,IndiaTimes,TimesofIndia,TheIndependent
(UK),TheDailyMail(UK),BoredPanda,DesignTaxi,Brand
Synario,HindustanTimesandTelevisiodeCatalunya’s
Channel33(Spain).
CRAFTISLIMITLESS
Limitlesshousesaneclecticteamofwriters,artdirectors,
creativedirectors,film-makers,technologistsandbusiness
strategists.Ourcollectiveexperiencedeliversfine-cutview-
pointsvialong-formwriting,graphicdesign,filmmaking
andmore-aclassicexampleoffunctionoverform.
TALENTISLIMITLESS
BrandcommunicationintheLimitlessrealmisnolonger
hardsell,butanengagingmixofinformation,newsand
entertainment-somethingthattheaudienceactuallylooks
forwardto.Limitlessdoesthisbybeingformlessandbeing
abletoprovidecreativesolutionsforanygivensituation-
trulycrossplatform.
IDEASARELIMITLESS
Traditionalformsofconnectingwithaudiencesarefast
fadingaway.Audiencestodayareweb-savvyandconsum-
ingdigitalmedianativelyTheywanttostayconnectedwith
what’shapeningfaster,andwanttoengagejustasfast.
Brandcommunicationcannoongerbeaonewaystreetor
aseasonalburst-audienceengagementisa24/7process.
ENGAGEMENTISLIMITLESS
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