Aaah, I remember the good old days. You remember them, don't you? You know, the days when creating good content was the key to successful content marketing and inbound marketing?
Don't get me wrong, you still need good content, but today it's a commodity. Let's admit the truth; there's more than enough good content out there on just about every subject. And while there's more bad content than good, and the volume of bad content is growing faster than good content; good content is simply not enough to drive your results.
But, before you jump to the obvious conclusion that this blog post is about the need to create great content, that is not what I'm suggesting. Frankly, as I've been studying the keys to success, I'm increasingly convinced that for most companies, creating great content is not the answer. Simply put, the investment of time and energy (and as a result - money) to get from good content to great content isn't justified - the juice isn't worth the squeeze.
How can I say this? Isn't this content marketing heresay? Look, I'm not saying having great content is bad. Instead what I'm saying is that if you're not utilizing your content (super) effectively, your focus should be on optimizing your process before enhancing your content.