If you stopped contributing to your company’s blog tomorrow, would anyone miss it? Why are you writing for your blog? What stage in the buyer’s journey does it contribute towards?
These are all questions that if you have not asked yourself regarding your content marketing...it is time you did.
A Keynote Speaker, Podcast Host, Best-selling Author, and the Founder & Chief Troublemaker of The Content Advisory, part of the Content Marketing Institute, Robert Rose, stirs up trouble by challenging marketers to consider the point of their content marketing. Has it been awhile since you created strategy around your content? Then it is time to make some trouble. Check it out!



 
Takeaways:
If you were to stop all your content marketing tomorrow, who would miss your content? If the answer is no one, then you have a problem.
Is your content as good as the product or service that your company provides? If it is, then think about how you can make it better, because your content should be even better than your product or service as it is what draws your ideal customer to your offering.
When considering your content, think about what makes your content different from your competitor’s. What does your content offer that there’s does not?
It is not that the attention span of your audience is the same as a goldfish. It is that their patience is reduced for what content they are willing to spend their time with. For example, your blog article versus an entire season of Game of Thrones.
Content goes unused because there is so much out there offered to consumers that they are more selective about what they will dedicate their attention to. You need to consider, why should your audience spend the time consuming your content?
Consider how long it will take before your content generates profitability. It will not be the day after it’s released, but think about 6 months from now or a year from now.
To track ROI on a podcast, the podcast needs to capture the audience as prospects to then be nurtured. A way to do this is to have a newsletter that the audience can subscribe to.
Prior to starting a podcast, build an audience first either with a blog, newsletter, book, videos, etc.
Where does your content fit into the buyer’s journey? Does it assist buyers that are at the top of the funnel, middle of the funnel, or at the end?
“Figuring out the function you want to do is way more important than the form you want to do.”- Robert Rose - What do you want your activities to be on your perfect day of work?




 
Links:
LinkedIn: https://www.linkedin.com/in/robrose/
Twitter: https://twitter.com/Robert_Rose
Website: http://robertrose.net/
The Content Advisory - https://contentadvisory.net/
Content Marketing Institute: https://contentmarketinginstitute.com/
The Weekly Wrap: https://contentmarketinginstitute.com/cmi-weekly-wrap-podcast/
PNR With This Old Marketing Podcast: https://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/
Books on Amazon - https://www.amazon.com/Robert-Rose/e/B005UF0IJS
Killing Marketing
Experiences: The 7th Era of Marketing
Managing Content Marketing






 
Busted Myths:
Content is easier, cheaper, and more efficient than ads. - This is NOT the case. Content marketing done well, is more expensive, time consuming, and more difficult. It is everyone’s job, but no one’s strategy.