Let’s start with a simple question…
How, exactly, does content marketing make money?
Because that’s the end goal, right?
You’re not hunched over your keyboard, racking your brain for attention-grabbing ideas because you enjoy it. You expect to get clients, sales, or some other tangible result for your business. Maybe not today, maybe not tomorrow, but sometime in the future, all that work you’re putting into creating and publishing content had better pay off.
Except… what if it won’t?
What if your entire understanding of the way content marketing works is wrong?
What if all the time you’ve invested into creating content was, in fact, a senseless waste of time, never possessing even the slightest chance of turning a profit?
It would be a tragedy, and yet I believe that’s precisely what’s happening. Not just to you, but to millions of entrepreneurs around the globe.
Is it because content marketing is just a fad? Or worse, an elaborate hoax?
No. On the contrary, I believe the hype is totally justified. If you execute the right content marketing strategy in the right market, the results are breathtaking.
But that rarely happens. There are lots of reasons why, and I might eventually write a short book explaining them all, but by far the biggest reason why most businesses get crappy results is they completely misunderstand what content marketing is about.
Here’s what I mean…