Hey!

As much as I believe in the power of content marketing, it can’t do everything. 

Content marketing needs to be an outgrowth of strategic business plans...even great content can’t make up for a lack of direction. 

That’s why this month we’re going to be covering issues content marketing can’t fix...and what you should be doing instead. 

A lack of utility

Unlike school, prospects aren’t paid to care about your content. 

That’s a major takeaway from a series on writing out of the University of Chicago that I’ve been listening to, and it’s true.

Out in the wild, people don’t care unless what you’re saying brings them value. 

I know that might sound daunting...but the great thing is most prospects will tell you what they care about. From their website, to press releases, to social media posts, these days, the vast majority of businesses are screaming about the topics that have their attention.

It’s incredibly easy and effective to reflect those topics right back at them. 

This is why I focus on just a handful of prospects at a time...it takes a little manual labor to pay attention and “talk back” to people, but it can really pay off.  

Megan

P.S. If you ever have any challenges with your content creation? Come over to the community boards.

And if you want to learn more about Black Content Marketing? Start here.