The assumption that readers want one type of content instead of another causes content marketers to make bad strategic decisions. Once a content marketer thinks they know what an audience wants, it doesn’t matter to him whether that content is already available in other forms from other publishers or resources.
Even the smallest business can benefit from content marketing. So why don’t more businesses give it a try? What are they afraid of?
For the cost of an entry-level employee, your small business could create an effective content marketing campaign with the help of an experienced consultant. Content marketing works because prospects and customers want to be educated and entertained.
The unique thing about content marketing is that it helps you reach prospective customers that you would never reach using traditional marketing campaigns. When you produce valuable, relevant content, it will attract an audience that normally wouldn’t give you the time of day.
This post is for owners and CEOs of companies. If you think that marketing is a necessary evil, something you have to do rather than a real opportunity to grow your business, don’t expect anyone to feel sorry for you when business stagnates.
When content marketing fails, a post-mortem examination of why it failed should start with the content itself. One of the mistakes companies often make is producing content that has no value to its audience because the content is too generic to meet their needs.
© Sway Engine Marketing. Say something clever here. Or not. You decide.
