At times, I feel like there’s a disconnect in the content marketing story.
Thought leadership about content marketing often plays up its simplicity. There’s a paint-by-numbers feel:
1. Slap up blog or resources section on website
2. Put stuff in it
3. Prepare for leadstorm
From within the content marketing engine, the picture looks much messier. This thing has gizmos within mechanisms wrapped in gears and spanners, and – even when you’ve engineered it well – it all needs constant lubrication and tuning.
Maybe I’ve set up a straw man here. Maybe everyone knows this there’s nuance to the content marketing story. But, in the interest of getting more content marketing programs started well, I’ve made a little Slideshare that describes the simple/complex discrepancy and breaks the complexity into three more manageable bits: Structure, Content and Promotion.
Killed by the buzz: Why we’re losing words to the buzz effect (and what to do about it)
Here’s a question for you: What do buzzwords and That One Guy You Hate™ have in common? You guessed it. They both sneak into every conversation…
Nur Caplin | 20. 09. 2023
How to break free from the benchmark trap
If you’re turning to industry benchmarks to set your performance goals – make sure you’re asking these two questions.
Agustin Rejon | 06. 09. 2023
The B2B generative AI design shootout: Part 2
We put different models of generative AI to a heftier task in Part 2 of our three-part design test shootout.
Brian Terry | 29. 08. 2023