In their most recent report, CMI shared that 77% of marketers reported their organization has a content marketing strategy.
That sounds nice and all but here’s the truth: What many marketers are calling a “content marketing strategy” is merely a collection of topics and a list of random acts of content stored on a page. That is not a content marketing strategy!
If 77% have a strategy, most of them aren’t very good and today I’m going to tell you exactly why. Most content marketing strategies aren’t up to snuff, but yours doesn’t have to be one of them.
The overwhelming majority of content is so poorly constructed that it’s simply bad and therefore accomplishes nothing—for you or your audience.
Not All Content Marketing Strategies Are Created Equal
Marcus Sheridan has long discussed his They Ask, You Answer philosophy to Marketing.
The premise is beyond simple, as it’s spelled out right there in the title of his book. Inside its pages, you come to realize that, ultimately, what buyers want is information on seven types of questions:
Who, What, When, Where, Why, How, and How Much?