As an active observer and participant in the digital marketing world, I see a spectrum of attitudes and perspectives towards attracting and engaging customers online. There are a growing number of great examples and case studies within the world of content marketing in particular, but it’s really only a fraction of the digital marketing spend overall. Despite well promoted studies, statistics, trends and tactics, many companies don’t come close to realizing their potential when it comes to customer acquisition and community building online.
Why do companies continue to invest in content creation without specifying its purpose, the intended audience or outcome? Why do so many business marketers continue to think their existing distribution channels are all that’s needed to gain the full value of exposure to the content they’re publishing?