Why Is Content Marketing So Broken?
This week we have a special episode for Content Pros listeners. Jess Ostroff, Managing Editor at Convince and Convert, takes us to überflip’s Content Experience in Toronto, Canada. She’s on the ground with a whole cast of content marketing power players from Ann Handley to Jay Baer, asking them for the hard truth on what’s wrong with content marketing today and how to fix it.
She unearths some true content marketing gems of advice on how your audience isn’t really too busy for your content. The problem is your content isn’t relevant. Making it relevant involves listening to your audience and speaking to them on a peer level, as opposed to maintaining a hard brand line between you.
Our content pros also weigh in on the crucial importance of collaboration and networking to building your content and your career in content.
Listen in as we get the skinny from those in the know on launching your content and your career to the next level.
In This Episode
- How collaborating and networking leads to more successful content and a flourishing career
- Why getting your audience to read your content means speaking to them as a peer instead of a brand
- How relevant content leads to a busy audience finding the time to listen and read it
- Why execution of good ideas is more important than generation of great ideas
Quotes From This Episode
“Democratizing content creates a wealth of opportunity to bring in the kind of language, concerns, and solutions that customers actually want to hear about.” —@leeoddenIf you have a content marketing problem, what you really have is a relevancy problem. Click To Tweet
“Marketers tend to think that we are speaking brand-to-customer when instead we should be thinking peer-to-peer.” —@annhandley
“It’s not that they have a shortage of ideas, it’s that they have a shortage of execution.” —@djwaldowThe success of your content is largely a function of the strength of your network. Click To Tweet
“Learn by reading your own blog.” —@crestodina
“Attribution is important but attribution in context is even more important.” —@HeinzMarketing
- Lee Odden on Twitter: @leeodden
- Ann Handley on Twitter: @annhandley
- DJ Waldow on Twitter: @djwaldow
- Andy Crestodina on Twitter: @crestodina
- Matt Heinz on Twitter: @HeinzMarketing
- Jay Baer on Twitter: @jaybaer
- The Content Experience: 2018 Registration (Super Early Bird)
- Convince & Convert: Four Ways to Fix Your Broken Content Marketing