Comments on: The Cost of Bad Content Marketing

By: webpage

webpage — Mon, 08 Feb 2016 13:27:02 +0000

Everything is very open with a clear clarification of the challenges.

It was truly informative. Your site is very helpful. Thank you for sharing!

By: Nick Stamoulis

Nick Stamoulis — Wed, 18 Apr 2012 17:25:42 +0000

If you aren’t investing in content marketing today it’s hard to thrive online. Consumers are looking for information before making a purchase. It’s your content that establishes trust over time. Without content, it’s also difficult to get found in the search engines.

By: Michael Brenner

Michael Brenner — Fri, 06 Apr 2012 07:48:47 +0000

In reply to Gareth. or have something interesting to curate...but yes, interesting is the key!

By: The Content Marketeer

The Content Marketeer — Thu, 05 Apr 2012 20:02:12 +0000

It’s almost too cynical to say… but we’ll say it anyway 🙂 – If you’re not fully committed to doing content marketing, you shouldn’t even dip your toe into the water. It really needs to be an all-or-nothing approach to see solid results. Bad content is worse than no content in most cases.

By: Gareth

Gareth — Thu, 05 Apr 2012 14:28:14 +0000

I’m seeing content curation more and more as the way forward for marketers this year – but it all boils down to one thing: have something interesting to say, or don’t say anything at all.

By: Michael Brenner

Michael Brenner — Thu, 05 Apr 2012 06:17:18 +0000

In reply to Mary Lou Kayser. Hi Mary Lou, someone once told me that great content was 33% creation, 33% curation, 33% syndication and 1% magic. I agree that there is no formula but there are some guidelines to be in a position to create magic and we need to nurture those opportunities, create the kind of culture that feels free to do so and to celebrate successes.

By: Mary Lou Kayser

Mary Lou Kayser — Thu, 05 Apr 2012 04:35:15 +0000

Thanks for sharing the results of your research. Content creation that captures the imagination (and wallets!) is The Prize of Prizes in today’s highly competitive and overcrowded marketplace. It seems as if everyone is scrambling around trying to out-do each other, claiming one tactic is superior to another. At the end of the day, though, making more sales comes down to a blend of strategy and magic. Yes, magic. You just never know what exactly will capture a buyer’s imagination even when a product or service is crowdsourced to death. Analytics are great, but they can’t measure emotion, impulse, or whim. I think that’s what makes this whole digital experience so interesting, the tiny little slices of the unknown! 🙂

By: Michael Brenner

Michael Brenner — Wed, 04 Apr 2012 19:17:20 +0000

In reply to Amie Marse. I'll take the soapbox any time. Especially on the analytics front. If we can just look at the data we have and make informed decisions, we'd be so much better off.

By: Michael Brenner

Michael Brenner — Wed, 04 Apr 2012 19:15:32 +0000

In reply to HelpingAllNeeds. Thanks Eric, great points. It's the integration that can produce the multiplier effect.

By: Michael Brenner

Michael Brenner — Wed, 04 Apr 2012 19:14:46 +0000

In reply to HelpingAllNeeds. Thanks!

By: Amie Marse

Amie Marse — Wed, 04 Apr 2012 15:58:53 +0000

Great post – I know with my clients they always ask about traffic. I never understood that – who cares if a million people hit your site if none of them are converting. I try to persuade them to look at the entire picture.

And now you don’t even need special software like Clicktale (which is awesome..but) you can get so much from a free Google Analytics account.

I can show my clients which areas of the site are getting more attention and I can pinpoint the content that isn’t working. It’s easy – low time on site/high bounce rate means you either a) aren’t giving people what they expected to see or b) you showed them what they expected and they were still unimpressed.

I’m not so worried about people writing content in a funnel as much as not leveraging the mounds of information available about what’s happening on their very site.

And if you have a good automation tracking software even better because you can say – “see look, X amount of IPs were hanging out and coming back and then they visited Y or Z content and they’ve been gone forever” – that’s the content that lost the sale. Which is probably the same content you paid for based on price.

Sorry…. you’ve got me on my soapbox 🙂

By: HelpingAllNeeds

HelpingAllNeeds — Wed, 04 Apr 2012 02:29:47 +0000

Its tough to come up with creative content on a regular basis, but so very important! Interesting blog Michael! Some good points were taken 🙂