Most businesses are producing content. But 90%+ of them see no real-world measurable business results like revenue, lifetime value or qualified pipeline. That forces their marketers to use “marketer mental acrobatics” to justify all the activity and effort. And that results in even more confusion.

So, in this vid, we’re giving you some insights on how to think about content marketing. We cover:

🟣 Your content has to give PROFOUND levels of insight, inspiration and information that really moves the needle for the target market you serve.

🟣 Content marketing is a long-term game. So if you don’t have a real way to measure the impact your content is having on REAL business results (revenue, lifetime value, qualified pipeline), it’s a huge invisible time-suck. That’s a real opportunity cost and a compounding problem when your competitors have experienced marketing teams.

🟣 If your content is ChatGPT rubbish, or simple “tips”, you’re just adding to the ignorable noise. You’ll need to get your SMEs involved so they can give real-world advice.

🟣 High Quality content is time-consuming to create. So you must be a master-repurposer to get enough value from each piece

🟣 Most smaller B2B companies will need to use strategic ad spend to amplify the impact of their content and beat larger competitors who dominate the market with larger budgets

🟣 Everyone says they are a “thought leader”. It’s trendy. But the $$$ results produced by your content show you the truth

🟣 Look… you have to really care about the people you serve to educate them effectively. Trying to automate this way too much or getting an unskilled junior to just put “anything” up on the newsfeed is moving your business backwards. Social audiences are very skilled at picking up “content for the sake of it” and ignoring it.

Good content marketing creates measurable results like:

Customer retention improvements
Customer happiness increases
Sales effort decreases
Prospects specifically mention your content
Word of mouth increases
Lucrative partnerships appear

If you’re not experiencing it, it’s a sign your content marketing hasn’t got the right strategy or depth behind it.