Archives For content marketing

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.


All content needs to be made interesting. What you’re doing as a writer is introducing variable rewards into your story. Everything that engages us, all pieces of content are engineered to be interesting,” he said. “Movies aren’t real life, books aren’t real life, your article isn’t real life. It’s manufactured to pull us one sentence after another through mystery, through the unknown. It’s a slot machine. Your article is a slot machine. It has to be variable. So just because an experience introduces variability and mystery — that’s good!”

Slot machines perfected addictive gaming. Now, tech wants their tricks | The Verge.

Most popular NYT story in 2013 wasn’t an article, it was that dialect quiz

Without a captive audience then, there\’s no such thing as \’advertising\’ any more. Adverts are no longer separate, rarified entities that can be held in higher mystique by ad-land creatives – they\’re just a piece of content that may or may not be found by a consumer seeking to be entertained or informed. And, frankly, it needs to be good, interesting and relevant content if you want anyone to pay attention to it.

The most important question for content marketers and ad execs is not an existential one – is what we are creating content marketing or advertising – but one of utility: Is what we are creating helpful to consumers who are seeking information or entertainment to meet their own interests and needs?

Whether a content marketer or advertiser, those that can answer in the affirmative will surely excel in the increasingly blurry world of content marketing and advertising.

via The existential tension between content marketing and advertising | Media Network | Guardian Professional.