Why Content Marketing Initiatives Fail

Written by: Phillip Nones

If you look around, it isn’t hard at all to find instances of ineffective content marketing initiatives.  The reality is this:  A lot of marketing content – particularly what’s online – doesn’t make the grade.

Becoming a good content marketer isn’t rocket science.  But it can be a challenge to carry out over time.  At its core, the best published content is:

Relevant – It addresses the needs, wishes and interests of customers and prospects.

Valuable – People get something worthwhile out of consuming it.

Consistent – Done effectively over time, it makes your business more recognizable and your brand more valuable.

If you can’t honestly assert that your content marketing program shares these attributes, more likely that not your program will be headed for failure.


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