One Thing is Killing Content Marketing and Everyone Is Ignoring It

Editor’s note: Most marketers are searching for the answers on how to make their content marketing more successful. This update of a previously published post shares one answer. In 2016, I led a workshop on content marketing for about 50 small-business CEOs and operations managers. They came from all different industries. Some were consultants. There was a plumber and also a representative from an HVAC company present. Pest management? Check. A few small manufacturing companies , a nonprofit , and a jewelry store rounded it out. In other words, it was a diverse group of companies. What wasn’t diverse was the way they were marketing their companies. Most had e-newsletters. All of them had Facebook pages. Every one of these senior leaders was concerned about search engine rankings. Another consistent characteristic? Not one of them was happy with their marketing. This is not unusual. It’s predictable that senior leaders […]