Content Marketing Is Overrated

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Content Marketing Is Overrated?
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• In recent years, the term content marketing is
  familiar to every online business owner and
  marketer. Prior to the emergence of content
  marketing, marketing was fairly straightforward.
  Businesses could invest in TV advertising, radio,
  billboards and even the Yellow Pages.

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• Of course, they needed a big marketing budget,
  but the channels of marketing was straightforward
  nonetheless. The content used in mass advertising
  was thin marketers did not have to create huge
  amounts of high quality content to engage their
  target customers.

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• Because of digital marketing, and especially
  social media platforms, marketers have to compete
  for the customers attention. Published content
  is everywhere you look everyone can publish
  content at the click of a button.

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• Marketers prescribe content marketing as if it
  was the miraculous cure of bad marketing.Content
  content everywhere. Can businesses really
  alleviate their chances of marketing success by
  producing more content? Is content marketing the
  most overrated form of marketing?

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Content marketing does not mean good marketing

• The problem with content marketing is most
  marketers are bad at it. If the aim of content
  marketing is to engage more target customers,
  convert website visits into sales and increase
  brand awareness, then a lot of the content you
  and I consume about brands have failed.

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• In fact, a recent survey by Forrester into B2B
  content marketing found that the majority of
  consumers thought that the content published by
  B2B companies were rubbish.  From the marketers
  perspective, they did not feel confident in
  delivering the best content.

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• The content were simply not aligned with the
  company goals. There are also reports about
  challenges faced by marketers in implementing
  content marketing. Some of these challenges were
  lack of resources, lack of good content marketers
  and competition with paid promotional content.

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So, back to the question is content marketing
overrated?

• In the wrong hands, content marketing can be
  pointless. Without a good long term content
  strategy (one that is aligned with the business
  goals), content marketing will be
  counterproductive. As we know, a lot of the
  content online is rubbish and we forget it
  quickly.

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• If a company is successful with word of mouth
  marketing, PPC, paid media, directory listings or
  reviews on Yelp, then creating content may not be
  the best way to reach their short term business
  goals. By all means, create content if you truly
  believe it will help your consumers or give them
  a better understanding of your brand. The mistake
  many make is to create content for the sake of
  content marketing.

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• Some companies do not have the resources right
  now to create content that is aligned with their
  business goals and they should not be shamed for
  using other forms of advertising.

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