Perspective on the short-sightedness of content marketing in digital

August 25, 2015 — Leave a comment

Provocative headline to drive clicks, but there is truth here that everyday advertising agencies just DO NOT UNDERSTAND.

Simply put, content marketing doesn’t work because it needs two attributes to be successful, a long-term commitment and high-quality content. And both of these requirements have high demands in terms of time and effort. Because of this, they are often ignored in an attempt to make content marketing more scalable and easier to deploy.

But unlike SEO and PPC, you’re not dealing with an algorithm when it comes to content marketing. You’re dealing with the reactions and emotions of your living, breathing customers. And that can’t be gamed, hacked, or exploited. Instead, you need to plan and deploy a content marketing campaign with the same care and attention that you would any other major company initiative.

Once you know who they are you want to help them. You do this by solving their problems. So, instead of producing content that’s all about you and your company, you should produce content that answers questions and helps them solve the challenges they face. As I’ve stated many times before, no one wants to download your brochure.

This means you shouldn’t be killing yourself to produce new content every single day. But rather, you should focus on producing high-quality pieces. As long as you’re doing that consistently, then arbitrary cadences don’t matter as much.

Content Marketing Doesn’t Work – Forbes.

Advertisements

No Comments

Be the first to start the conversation!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s