Author: Joe Lazauskas / Source: The Content Strategist Here are a couple of embarrassing facts about myself: 1. I have a catalogued list o
Here are a couple of embarrassing facts about myself:
1. I have a catalogued list of my favorite content marketing SlideShares.
2. There’s one that’s my most favorite, and I reference it all the time.
I’m talking about Why Content Marketing Fails, by Moz founder Rand Fishkin. It tackles the biggest content marketing mistakes with the help of clip art and some pretty bad fonts. (Also a bunch of pictures of Rand looking like a railroad baron.) There are two slides that I love in particular because they explain the biggest misconception in content marketing: that content is just another direct-response marketing tactic.
Preach! If you’re hoping that your content is going to directly lead to sales on a consistent basis, you’re going to be sorely disappointed. The consumer journey is just much more complicated than “click-read-buy.” And yet, content marketing does have a huge impact on the sales funnel. Per Hubspot, companies that publish content 16 times per month generate 4.5x more leads than those who publish less than four times per month, and 93 percent of B2B marketers say that content marketing generates more leads than traditional marketing strategies.
But for many marketers,…
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