Thanks to Carolyn Cohn for her article on content marketing this week.

She reminds us that content is just a component of something far bigger and should never be thought of as a solution in itself. Sadly many people do just that and waste time money and effort in the process.

When done well content marketing is said to produce three times the result with a third of the cost of traditional advertising, but as few as 9% of content marketing campaigns are said to produce a result and that’s often because they aren’t campaigns at all, just content production.

I’ve written on the subject of content production myself in the past, but we should always remember the task is to construct a pipeline – the content is not even the first step. As such, you shouldn’t create anything until you are dear what happens next.

Phil Darby
August 17, 2018

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