A Contrarian View To Content Marketing

Pexels Having been in digital marketing since its inception in 1994, I’m recognizing a pattern that I’d like to call out. If you’re noticing a diminishing (or even a nonexistent) return on your content marketing efforts, you’re not alone — and it may be time to pivot. The promise of content marketing is so simple and appealing that it has attracted a tsunami of businesses and thought leaders who are investing substantial time and money in order to build their personal and professional brands. Back in 2008, Seth Godin notably claimed, “Content marketing is the only marketing left.” HubSpot built a company worth more than $4 billion , primarily by selling the vision and the power of content marketing. And yet, in Dan Lyons’ tell-all book, Disrupted , Lyons points out that, prior to going public, HubSpot’s primary sales growth was not based on its own content marketing but rather on a 100-person call center using, “low-paid kids calling thousands of people, day after day.” Quality content is being drowned out by volume of content. Research by eMarketer shows that 87% of U.S. business-to-business (B2B) companies plan to use content marketing strategies this year. The report states that these […]

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