I just read this article in Forbes and found myself saying “Yes!” so many times, I thought it worth sharing the link here. Content is important for all businesses with an online presence, regardless of size, but one point that really resonated in John Hall’s article was about many Fortune 500 companies who
devote tremendous resources to creating in-depth whitepapers, only to host them on internal microsites their target audience will never find. Others publish articles in prestigious publications but fail to draw readers back to their company website.
And for those who think that more his better, this comment rings true:
- Many companies dive into content marketing without realizing how resource-intensive the process is. From creating and editing pieces to leveraging them via social media and sales, content requires time, energy, and patience.
- There are several options to handle the strain on resources. The first (and, unfortunately, most common) is to push out bad content. Don’t do this.
A common sense read – highly recommended for anyone who creates, or wants content created, for their businesses online presence.