When it comes to Content Marketing, many businesses have lost their way.
This is particularly clear in the marketing vertical — with hundreds of blogs writing ‘content’ for other marketers about how they can market to others in turn.
In many ways it feels like content is becoming a race to the bottom: with companies getting ghostwriters to write minimum word limits about topics that they’ve seen rise to the top elsewhere.
It’s a vicious cycle, and it’s easy to get sucked into this way of thinking. It’s all too easy to put short-term wins ahead of long-term gains.
There is something disingenuous and banal about this — and something has to give. …