“Lie #6: “Great content attracts a crowd” The notion above is a true statement roughly 1 to 2 percent of the time. Content marketing expert Joel Klettke says the Achilles heel of the content marketing movement is “a complete and total inability to market content.” In a strong post about content marketing misconceptions, Joel writes: “The elevator pitch for inbound marketing is often the flawed idea that if you just build wonderful enough content, it will attract throngs of rabid, money-throwing advocates straight to your front door – all on its own!” Joel smartly points out when content doesn’t draw a crowd, it doesn’t mean the content is the problem. Even great content needs to be actively promoted through some combination of: Social media Advertising Employee and/or customer advocacy Influencer relationships Search engine optimization Content reach takes effort. Paid, earned, shared and owned channels need to work together to take your content to an audience outside of your immediate reach. “Publish and pray,” as they say, is a dud strategy now. Let the truth be told It’s more meaningful to create quality content than content in quantity. Your brand needs to appear where it connects best with prospects, not everywhere. Marketers don’t know what’s going to work until they experiment. Software’s no quick fix. Successful content marketing programs require execution beyond the blog. Successful content marketing requires content promotion. Perhaps we don’t hold these truths to be self-evident - but there’s no shortage of evidence. Don’t believe what you think works. Believe what actually does. Follow Barry Feldman on Twitter SHARE TWEET POST EMAIL PRINT Filed Under: Content Marketing Digital Strategy SOCIAL MEDIA TODAY 8 Marketing Trends to Watch After a wild year for marketing in 2017, how will marketers adapt? Get the free ebook for Marketing Dive's eight predictions on the trends that will shape marketing. DOWNLOAD NOW GET THE NEWSLETTER Subscribe to Social Media Today to get the must-read news & insights in your inbox. Email: Enter your work email SIGN UP We care about your privacy. MOST POPULAR story image1. The 4 Elements of a Strong Social Media Strategy Facebook Is Removing Powerful Ad Targeting Options - Here's What to Do How to Spring Clean Your Social Media Accounts Which Stories Option is Best for Your Brand? [Infographic] 5 Digital Trends to Watch in Hospitality Marketing [Infographic] STAFF PICKS Why Brands Will Go to Extremes — Lengthwise — With Digital Video in 2018 LIBRARY EBOOK What You Need to Know About Influencer Marketing Marketing Dive EBOOK 8 Marketing Trends to Watch Marketing Dive View all SOCIAL MEDIA TODAY 8 Marketing Trends to Watch After a wild year for marketing in 2017, how will marketers adapt? Get the free ebook for Marketing Dive's eight predictions on the trends that will shape marketing. DOWNLOAD NOW ”
