I see so many articles on the subject of content marketing it makes my head hurt. They nearly all just witter on about blogs, infographics and social media, but hardly any even mention one key thing... return on investment.
Its like we've stepped back once more to either around 2008 (when social media gained a lot of attention) or the early days of the dot com bubble in the 1990's. Both were a time when a lot of people lost a lot of money, by not focusing on value. The value of what you're doing compared to what you get out and the value you're adding.
So before rushing into loads of content marketing efforts and wasting everyone's time and money. .. ask yourself "do I know the value of this page I'm either creating or maintaining?".
If you don't, might I suggest you stop right there and work that out first?
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