Blogging and inbound marketing aren't working for a huge percentage of marketing agencies and consultants. Find out why your blog isn't generating leads.
WOW, is this a MUST READ for all 'inbound marketers". I realize we are all inbound marketers now and, as Marcus points out in this excellent post, that is part of the problem. We Internet marketers love to run to one side of the boat damn the consequences (like drowning LOL).
Don't misunderstand my lament, I love the fact everyone and their sister is in love with content marketing. Friends of mine and I have been preaching content, content and more content since 2003. Careful what you wish for.
Now two trends are meeting head-on. Everyone is creating and curating more content and so we are swamping the boat. Content creation and curation is NOT a dabbler's game. If the only thing you write is a grocery list please don't assume you can write mega-viral content. You can't.
Creating great content takes WORK. I just wrote that if creating an online community (a tribe that loves you and follows you like the Grateful Dead) is the hardest thing to do well then writing mega-viral content that generates leads is a close second.
This article is GREAT and correct. I would add most content marketers forget to:
* RESEARCH those Keys.
* Watch near real time metrics.
* Double down on leaders.
* Leave losers.
* Write, Write and Write some more.
* Curate, Curate and Curate more.
* Connect top of funnel (what generates traffic).
* To Bottom of funnel (where conversions live).
There is no easy or fast way to do any of these things (sorry). I'm convinced you cannot either create or curate your way to where you need to be. You must CURATE and CREATE to become an authority, to be a player.
Marcus has written a great article about sins we've all committed. Sin less and create more in 2013 and you will be one of the special inbound marketers who actually know how to write to make money.