‘Why Most Companies Fail at Content Promotion’ – Entrepreneur
Sujan Patel says, “Back in 1996, when we were still paying by the hour for America Online, Bill Gates declared to the world in a famous essay that, “Content is king.” He foresaw that as our connection speeds improved, content would become the “killer app” of the web, creating a “marketplace of experiences, ideas, and products.”
While Gates’ vision was largely correct, and he succeeded in positioning his company to create and acquire valuable content assets, he also failed. Twenty years later, Microsoft still has no significant content business that stands out.
Nor is Microsoft the only company that’s made mistakes with content marketing. Here are some of the most common reasons why companies are failing to leverage content.
1. Companies fail to inspire ‘brand evangelists.’
“Brand evangelist” is a fancy phrase for a rabid fan who engages your brand, shares your story and willingly intermingles his or her own story with your brand. Evangelists are valuable to your marketing effort because they effectively take your message and amplify it. They fall in love with your company. They tell the world”.
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