Is content marketing dead? Don’t fall for the clickbait…

It’s a question that’s been coming up on marketing blogs for years now. It’s a provocative, attention-grabbing headline designed to compel clicks. Obviously, we have to confess to using it ourselves here. But we also want to set the record straight.

So, is content marketing dead?

No. No it’s not.

Content marketing is alive and well, but like every component of digital marketing, it is always changing. An effective strategy from four years ago may not work as well today. However, there are also some constants, such as the need for engaging, useful content that can eventually help to build your brand and promote your products.

Basically, good content will never die.

What is content marketing?

Content marketing can be a fuzzy term, making it tricky to understand sometimes. It essentially refers to any online content, including blogs, social media, videos and ebooks, created to promote general interest in a topic, industry, activity or line of products while also promoting your brand and services.

The idea is that by delivering the type of content your target audience consumes, you can draw them much closer to the top of your marketing funnel that actively promotes your brand, products and services.   

Why would people think content marketing is dead?

Content marketing can require investment in time and resources. It can sometimes be difficult to see the return on this investment. This is especially true if a company or marketer over-invests in poor quality content because it’s the latest thing and then promptly abandons it when it doesn’t seem to be living up to expectations.

Since it’s far easier to track the performance of digital ads or SEO content, this has led some marketers to believe that companies should just cut their losses and let content marketing die.

We disagree. If done properly, content marketing can be a highly effective way of understanding and interacting with your audience. The fact of the matter is that if you have a strong brand and a strong product or service, then making great content will guide users to you while helping you control the conversation better.

An effective content marketing strategy requires:

  • Audience segmentation and profiling
  • An understanding of what these audiences are consuming and when
  • High-quality content that helps people at different points of your process, not just the initial exploratory phase

Learn about effective content marketing strategies with Burg & Co. Marketing

The digital storytellers and marketing experts at Burg & Co. Marketing have decades of combined experience running successful content marketing campaigns for top companies. We’ll partner with you to create content that truly helps your brand and your business needs.
To get started, contact us today.