Content Marketing Just Got A Whole Lot More Complicated
We’ve been providing content marketing strategy and content marketing services for clients since we opened our doors in 2003. By far, one of the most common questions from prospects and clients is, “How much content do we need and what should our content say?” In other words, they want to know what content to create and how frequently to create it.
I think this is an industrywide challenge. Agencies don’t know the answer to these questions, so in general, they answer with “more!” The more content, the better. They typically handle the “what to create” part by trying to identify the questions prospects are asking and then attempting to answer those questions with content.
Both approaches are reasonable (even though they are simplistic and generic), and while they might move the needle, today a much more scientific and effective approach exists for answering these important content marketing questions.