The evidence is mounting, and your marketing team has settled on thought leadership as a marketing tool. That’s definitely the right way to proceed. It’s pretty clear that advertising is next to useless. Even with highly targeted ads running alongside search results and in Facebook, there is a whiff of inauthenticity to the ad placement hustle. Want proof? Think about the last time you clicked through to a website from an ad. Maybe never.

OK. You have some pretty bright people at your company, with wisdom to share. That is the basis of thought leadership. It’s that business intelligence that prospective clients are seeking when they type in key search terms related to your expertise.

However, if no one on your staff is a trained journalist, you will not have staying power in the brand journalism and inbound marketing arenas. Your potential client will turn into a honey bee, alighting on your page for an instant before moving on to sweeter flowers. How do you surmount a marketing plan obstacle?

You want stickiness. You want allure. It takes a seasoned writer to understand how to snare readers from the get go, how to keep them hooked, and how to build a compelling narrative, time and time again.

But there are very few brands that can successfully do this; most report that creating a steady flow of quality content is virtually impossible. A recent report from the Content Marketing Institute shows that creating enough content is the biggest challenge B2B marketers face. And in its 2012 B2B Marketing Trends Report, Curata reported that 57 percent of content marketers say their efforts are not succeeding; the primary culprit is a lack of quality content.

Content creation is a peculiar beast. It requires a newsroom mentality that is hard to replicate, even among career marketers who are adept at writing. Put simply, it’s hard to fit the chaotic, frantic and mission-driven nature of a newsroom into a typical business structure. And it’s impossible for company principals to succeed at content marketing in their spare time.

Content creation is not your company’s core competency. Simply put, if you are IT firm, your core competency is IT. If you are a health care system, your core competency is making patients better. On and on. So don’t agonize if you can’t turn out copy that connects, day after day. That’s the core competency of a digital marketing and content agency – an “outsourced newsroom.”

You do your business, and we’ll report on it.