The usefulness of content marketing is ever increasing. It was already a prime method of marketing in 2012, and it is shaping up to be even more important in 2013. There’s just one problem most companies are facing when it comes to content marketing – very few are prepared to do it right.

The past decade or so has marked the arrival of highly specialized marketing businesses, such as those that specialize in search engine optimization, and others that focus on using social networking to boost product awareness and sales. Now, content is on the rise, and businesses that specialize in content marketing are flourishing. These companies are chock full of writers and editors, and know how to get your content in front of those you’re trying to sell to.

The problem for traditional marketers lies in the contrast between the large singular campaigns of a traditional marketing scheme versus all the little projects that content involves – a traditional marketing agency only needs to plan out a few themes for the year and work around those, while content marketing calls for gradually building on an idea or theme for weeks, just giving out a little bit here and there. However, many businesses lack those employees with the writing and editorial expertise to make this kind of campaign a reality.

The problem for SEO teams is that they’re generally conversion-driven – they strive to get a brand to the top and convert hits into visits, often missing the ultimate value of a content-driven marketing scheme because it is tougher to quantify. On the other hand, a display team is usually focused on producing purchases, and switching their focus to getting value out of clicks is a whole new world and takes a little retraining.

Finally, there are your social marketers. The problem for them is that they’re used to working without any funding – but content takes cash, therefore demanding greater returns. It’s tough to break away from the thrifty spending to produce more content, with the aim of then learning how to turn that content into greater volume and conversions.

It requires a large shift in focus and priorities in order for various marketing teams to be able to begin to see what they did before as a part of the whole – since content marketing puts all of these various marketing skills together and adds an increase in the sheer volume of content. It takes preparation to get marketers prepared for the slow play approach rather than waiting for the one big hand they usually look for. That means you’ll need to help your marketing team get ready for the change.