Whenever people talk about ‘content fails’ my mind jumps immediately to that adage on big data: “Big data is like teenage sex: Everybody is talking about it, nobody really knows how to do it, everyone thinks everyone else is doing it so everyone claims they are doing it.”
Whilst content marketing is probably not quite in the same mysterious bracket, it’s not far off. Sure, it takes a lot less imagination to understand the core concept and value, but modern content marketing (especially in digital) is largely misunderstood and also a hard canvas to master. Many have tried and…… many have failed. Agencies don’t have a magic formula. And if they tell you they do, they are lying.
If the industry were to break down the dollar return on investment for content marketing projects, it would probably have the biggest trophy room of failures in advertising history. That said, the ones that work, really, really, do work and therein lays the first of my five content marketer fails: