Is Content Marketing a Waste of Time?
Content marketing. The campaign that never ends.
Never have marketers pumped out so many blogs, Slideshares, YouTube videos and reports to feed the unfulfilled appetite of buyers.
Or so we’re told.
The stats may suggest otherwise.
According to SiriusDecisions – ‘More than 60% of B2B content ends up in ‘content wasteland‘.
In other words, it’s never read.
This is partly because buyers have too much to read already. But also because most of it is plain dull.
A Forrester Research study of 30 companies found that their content deserved a pitiful 12.8 out of 30 for engagement (that must have made some marketers cry).
It appears this measly score is no exception based on the numbers struggling to get results.
According to the Content Marketing Institute:
- Only 34% of tech marketers believe their efforts are effective
- 63% say their biggest challenge is creating content that’s engaging
So if nobody is reading it and creating engaging stuff is so challenging, is content marketing a waste of time?
Maybe you’d be better off spending money on Facebook ads?
Thankfully, there’s no need to throw away money so frivolously.
It is possible to consistently create content your customers will read and respond to. Content that positions you as the ‘go to’ resource on hot topics. Better yet, content that gets buyers enthused about owning your product.
As luck would have it, I’ve created a seven step strategy that explains exactly how to it. This brief report, which you can finish in a coffee break, includes advice on finding hot topics, how to stand out in your industry and how to get people reading it. Better yet, I’ve listed tools you can use to do the ‘heavy lifting’ we’re told to dread.
I’ll publish the whole seven step strategy on this blog next week. But if you can’t wait, you can download it right now in elegantly designed eBook form.
If you find it useful, I hope you’ll consider sharing it with others. After all, nobody wants to see their work unloved and left to rust in ‘content wasteland’.