‘Why Most Content Is “Meh” And How To Fix It’ – ‘Marketing Land’ Article
Rachel Balik says, “Content marketing continues to be one of the most hyped — and most misunderstood — elements of digital marketing. Many imagine that it will be a cure-all for a whole host of marketing, sales and branding issues in an organization. In reality, your content marketing will likely mirror or amplify any organizational issues.
As a result, content programs often don’t meet goals and lose momentum. Most companies feel obligated to do content marketing and allow their programs to stumble along, which consumes a great deal of time and energy but yields a comparably small reward. Ultimately, problems in content marketing are just a symptom of a larger problem in general marketing: lack of focus on the right audiences”.
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