(Image credit: @aaronnak)
George Carlin famously said, the goal of human beings is to acquire stuff, then to store it somewhere.
Unfortunately, many businesses have treated their corporate content the same way, as stuff to be acquired, and used their websites, blogs, and social channels as the places to store it.
‘If we only talk about ourselves, we’ll never reach customers’ says the always entertaining Joe Pulizzi in his packed-room presentation at Social Media Marketing World 2014.
The answer to this pathological content hoarding problem is content marketing, or at least it was supposed to be. Unfortunately, many businesses are not following important content marketing best practices and are seeing disappointing results because of it. According to research from Content Marketing Institute, 90% of businesses today are engaging in content marketing, but only 45% report it to be effective.