Nail on the Head

Nail on the Head
David Kutcher gets to the crux of the matter.

Business owners, content for your target market works. Content for content mass does not.

Originally shared by David Kutcher

Dear Business Owners and Dear Content Marketers...

First, Business Owners. Please explain to me why you hire a marketing firm that tells you to publish blog articles on your small business website such as "how to cook kale" or "how to decorate for a private event space" or "top 10 fruits to serve your guests". Content like this won't bring you customers. It's doubtful that it'll bring you search traffic. And while it might grow a follower count, you're just deluding yourself. If you're going to publish content, publish content that relates to YOU and YOUR BUSINESS.

Now, Content Marketers. Why the hell are you selling this junk strategy? Oh, I get it, you're giving your clients metrics that only include things like page views and session counts and saying "see? we're driving traffic!" You know that if you set up actual goals (not "smart goals") for things like purchases and reservations and whatnot that the client would see through your crappy strategy and fire you. Instead you've got them in a retainer, or worse, paying per article, on a strategy that doesn't do anything except pad your own coffers.