Subscriber WK writes: “I don’t see how content marketing works, given there is already so much free content readily available all over the Internet.”
“A marketing consultant we hired to help us promote our business suggested we write and offer a free special report. I objected, pointing out a Google search on X yields over a million results because so much content on X is posted free online for the taking.
“I concluded that producing yet another piece of content on X is unlikely to make us stand out and is therefore a waste of money. The consultant admitted that a glut of content on X exists and had no comeback to my justification.
“So I say the online information explosion has sounded the death knell for content marketing which no longer works. What say you, Bob?”
Despite WK’s sound logic, his conclusion about content marketing losing its effectiveness is wrong…fortunately for you and me.
Content marketing was a sound tactic when I entered marketing in the late 1970s. It works well today. And it will work well decades from now.
There are 5 reasons why content marketing is so effective despite the seeming glut of content on just about every topic under the sun.
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First, human beings are inefficient learners.
Proof: by the time she has completed her undergraduate education and is finally considered ready to enter the workforce on a professional level, the average college graduate has spent 16 years going to school full-time.
Life is an unending education, and successful people are proactive lifelong learners. Therefore, they eagerly consume quality content that is relevant to their interests.
Second, human beings are slow learners.
As the old joke notes, if we were quick learners, there would be only one self-help book in print.
The fact that each year thousands of new books are published on subjects for which there are already thousands of books in print is proof that we need repetition