Without Purpose, Your “Content Marketing” Is Just a Noisy Distraction


I go to a LOT of marketing conferences. Most of them are at CMO / VP-level, and deal with some pretty cutting-edge concepts when it comes to brand strategy and adopting to the ever-changing world. This year, the biggest discussions are around Brand Experience – and for many, that means Content Marketing.

At its core, Content Marketing is simply creating content to drive business awareness and leads. Pretty simple, right?

Of course the answer is yes and no. Here’s the issue I’ve been seeing with Content Marketing: A lot of businesses are jumping onto the content marketing bandwagon and producing content, but without consideration of just what the point of it is.

When I was at the GDS CMO Summit in Mexico in October, you might have seen me tweet “Marketing 2016: Let Me Entertain You.” That’s a pretty good summation of what I’m seeing, and for the most part it’s what I see modern marketing turning into – a desperate, unfocused grab for attention through entertainment as a way to get customers through the door.

The problem is, a lot of companies aren’t thinking their strategy through on this. In their excitement and eagerness to stay current, they are forgetting the important question of WHY?.
Read more