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"The good news is that businesses are investing more into content. The bad news is the good majority of it is total crap." - wise words from Lisa Barone, who walks us through solutions for this problem. It turns out that research, planning, user experience, and content management all have a role to play in content marketing strategy.
What do you think are the next steps for improving the state of content marketing?
I came in here to say how much I enjoyed the article, but Jonathon's question has made me feel pressure to add something more meaningful.
I think we have the resources now to, more or less, *know* what our audience is looking for, so we should be putting that information at the centre of our thought process. There's no need to guess and there's no excuse not to care any more.
Excellent article. I think the next steps for improving the state of content marketing are communities like this. When you are be able to trick/hack googl'es bots - communities like this that provide real human feedback and a sense of connection are even more important
If you ask someone who does content marketing how important it is, they will say that it is very important. If you then look at how many of those doing content marketing have a working strategy, you will be very disappointed to see how many of them don't have one.
Great resource as you would expect from Lisa Barone. One thing keeps on bugging me though: first it was content strategy and content marketing. Now we have content marketing strategy. Why complicate things? To rank for both keywords? Do we need a content creation strategy too or a content management strategy? No, we need a content strategy where the marketing is a subset of it.
By suggesting that content marketing is on top and based on it we need a strategy we fall short of creating content that people actually want to read, see or watch.