Do me a favor. Go and check your work email inbox.

Then, look to see how many newsletters from individuals or brands you’ve received in the past week (for me it was around 20). After you have that number, look to see how many of those newsletters you’ve actually opened (for me it was 3). Lastly, think about how many of those newsletters you engaged with in some way (replied, shared, etc.), or which ones contained memorable content that you’ve added to your memory bank (for me it was 0).

Yikes! Can you imagine the manpower and dollars that likely went into developing and distributing those email newsletters that are just sitting in your inbox gathering dust? And worse yet, are your subscribers feeling the same way that you do, but about the content that you’re sending out?

Over the past few decades, we’ve seen the rise, fall, and rebirth of content marketing. The launch of the internet changed the value of content and at first, companies saw a lot of early success. But then, the web was flooded with a high quantity of low-value content as content creation had become much easier to execute.

What many brands were missing was a true content strategy that had a purpose, focus, and aligned tightly with business goals.

In his session at Social Media Marketing World, Robert Rose helped the audience face the hard facts about why many of today’s content marketing strategies simply aren’t working and what can be done to flip the script on bad content marketing.