For the last five years or so, a tidal wave of inbound and content marketing adoption has roared through the marketing community. The digital ministry of propaganda (people like me) has helped fuel the adoption rush. Online communities have been developed to espouse the marketing virtues of content and inbound attraction.
More and more marketers are finding new and creative ways to ensure their content gets seen by the audiences that matter most to their brands. From native paid channels to influencer outreach, new tactics of content promotion are becoming popular.
Some people think content promotion isn’t complicated. It’s just making sure content is optimized for the search engines, sent to an appropriate email list, and then broadcast it socially, right? If only it were that simple.
It’s no secret that SEO has been on a rollercoaster ride the last few years. This is particularly true for eCommerce companies. Google and the other search engines have made huge strides at making sure they serve up only the best problem-solving content in their index.
Fact: there’s more perceived content marketing failure than there is success today. That’s been proven time and time again by many Content Marketing Institute studies. The excuses for perceived failure range from limited staff to inability to measure impact.
You have a great idea for a small business—and the business know-how to pull it off. You’ve done your market research and written an airtight business plan. If you think this means there’s no way your business can fail, you may want to take a closer look at your financial plans.
Many brands that have invested in content marketing over the last few years took a strictly owned media approach. They created copious amounts of content and published it on their own websites via a blog or something similar. After that they used their own social channels to broadcast the content.
Large and small brands alike that create problem-solving content and build real relationships with the popular websites in their respective industries will more than just survive content shock; they’ll flourish.
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