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The tick tock until the big content marketing software shakeup is under way.
... Content marketing success is about the wizard, not the wand.
You can buy the best software in the world, but if you don’t have smart, dedicated marketers to operate it, the outcome will be middling, at best. All modern marketing software (of any stripe) requires labor to make the magic happen. That makes the true cost of software ownership not just licensing and training costs, but salaries and benefits, too. It’s another reason why I’m not sure SMB will embrace content marketing with the same fervor as they have social media. Many of those companies have only recently finished swallowing the new software and personnel expenses needed to “get good” at social, and now they are expected to do it again with content marketing?...
Jay Baer reflects on the state of the content marketing industry and where customers of its software may be. A thoughtful post worth reading by software makers, content marketers, PR, advertising and marketing pros. 9/10