Tag Archives: Content marketing

Content Marketing: You’ve been sold a bridge again

imagesOne of the great marketing con jobs of our time is “content marketing” promoted by the same people who inflated the social media bubble.  Last week, a marketing analytics firm called Beckon reported some statistics about content that should sober up even the most delusional content maniac:

– 19 of 20 pieces of content (95%) get little to no engagement.

Continue reading

Another reason content marketing is a joke

imgresContent marketing is being hyped right now, usually by people who have something to gain, but according to our preliminary research, (n=677) people are using their Internet time to go to bookmarked sites.  Consumers simply don’t have the time to read all the content that’s out there, but brands are convinced that content marketing has an ROI. Continue reading

10 rules of content marketing

UnknownAccording to PR week “Though we often accuse the young of having a short attention span, it turns out this is not confined to that generation. Only a couple of us get past the headline to the main story. That main article, so tricky to access on some phones, might either give real depth to the “shouty” headline or, in fact, undermine it.”  The key reason? Who has time to read all the content out there? Continue reading

Social media have made brands less significant

screenshot_71Via HBR: As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers. If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers. Businesses have invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. What has gone wrong?

Continue reading

The false promise of content marketing

content marketing faklseStep away from the internet for a little while and look at your RSS feed count when you come back.  How many stories do you have?  100? 200? Do you really have the time to read them all or do you just quickly scan the headlines? The promise of content marketing has been overblown by blowhards and experts who like to talk shit, but have no idea how overwhelmed we really are with information. Continue reading