3 bad reasons to do content marketing

You can’t jump into content marketing because you think it’s cheap or because everyone else is doing it. You have to believe in it.

I admit it’s an odd way to come out of the 2013 gate, but the truth will set you free, right?

Intent to harm doesn’t factor into this crime. In fact until now, I wasn’t even aware of my wrongdoing.

My admission: I’ve been talking some of my clients into doing content marketing. I can’t stop myself. I believe in content marketing. It works. But to do it well, creatively and (most importantly) effectively, you have to believe in it, too.

It’s not a tough sell

Again, I’m a kind of an innocent guilty party. You see, I don’t beg my clients to get into content marketing. I don’t insist and I don’t make them. I suggest it.

Then, typically, I answer questions about what content marketing is and how it works. I cite examples of how some brands are rising above the noise, enjoying the benefits of search success, expanding their community, and making money because of their efforts.

I get the green light, but then we stall and eventually stop. We’re forced to admit we wasted time and money.

I wish I had kept my mouth shut.

This is where I beg for leniency

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