How a Balanced Strategy Leads to Content Marketing Success

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In a recent article published here on the Convince & Convert blog, Ben Plomion of GumGum asked, “Is Content Marketing Really Worth It?” It’s a valid question in light of the quasi-chaos that surrounds content marketing, especially in the B2B sphere; marketing departments are churning out content at a fast pace but mostly fail to make the dent they are aiming for. Still, Ben answered his own question with a resounding yes, “as long as you know what to expect.”

Ben also claimed that “unrealistic expectations” are the cause of failure to compute ROI. I couldn’t agree more. Coordinating expectations in advance would definitely help set content marketing on a better course. He added:

“Many marketers struggle to set up the right goals and processes before they start publishing. Then, when there aren’t enough sales opportunities to satisfy the execs, there’s a mad scramble to figure out what went wrong. At that point, it’s already too late; your content was destined to fail.”

In this case, I would argue that it isn’t the content that has failed, but the execs. Their failure is trying to enforce metrics from different marketing disciplines, like inbound, on content marketing. No matter how hard you try, you won’t be able to fit content marketing into a spreadsheet. (highlight to tweet) Judging a piece of content through the prism of say, PPC, is like being disappointed of your cat that it doesn’t fetch when you throw a stick.