Two companies execute the same inbound marketing strategy in exactly the same way. Each company authors a whitepaper on the same topic. The whitepaper is offered free to a targeted mailing list. The same number of people are intrigued by the offer and request the free whitepaper. Both companies follow up with these prospects in exactly the same way. Yet, one company converts significantly more business than the other. Want to know why?

While one company let their intern author the whitepaper, the other hired a professional, experienced writer. One company invested in the product, and the other didn’t. That’s the difference.

I can’t emphasize how important it is to produce a great product. A lot of content marketing blogs and books focus on principles and strategies. They give you a roadmap for executing effective campaigns,like the one in this hypothetical scenario. But as a business owner or marketer, you can’t forget that what you sell is as important as how you sell it.

Companies get interested in content marketing and inbound marketing strategies because the principles make sense. Offer free, high-value content to potential customers and you’ll attract them your brand. It’s a great theory, and it works. But a strategy that is perfectly executed is meaningless if the product is no good. In fact, it can backfire. If you promise something to prospects that doesn’t live up to the promise, you’ve just weakened your company’s brand.

So instead of focusing solely on the mechanics of strategy, make sure your team spends as much or more time on the product you intend to deliver.