develop a content marketing strategy Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the last of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. CONTENT […]

develop a content marketing strategy Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the last of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. CONTENT MARKETING I would argue, and research confirms, that most content marketing contributes little to an organisation’s performance. I would suggest that there are two main reasons for this: Content is very often crap, or fails to meet a standard that will ensure it is read by the target audience. One study found that only 8% of marketers are able to measure the effectiveness of the content they publish. Further, 87% of content producers struggle to engage readers. Very few businesses integrate a content strategy into their overall marketing strategy. Indeed, some 70% of marketers admit…