Three Bad Reasons to Do Content Marketing

Your heart may be in the right place, but content marketing is hard work.
Try this quick gut check to see if you need to rethink your efforts.

Content marketing is all the rage. We get it. But just because something is popular doesn’t mean you should be doing it, especially if you aren’t going to do it well. Like your Great-Aunt Mildred used to say, “If your friends jumped off a bridge, would you, too?”

Not to discourage you from hopping on the bandwagon, but we’d prefer that you go into content marketing for the right reasons, do it well and take it seriously. It should be an investment, not an afterthought. So we’ve compiled a list of less than pure motivations for pursuing it. If these are behind your interest, it might be time to put more thought in your plan—or even question if content marketing is right for you.

Following the crowd.

No matter how far we all get from middle school, there’s an inner 13-year-old inside who desperately wants to be liked. So, if you are pursing content marketing simply because it is what the cool kids are doing—back away. Content marketing should not be done without a purpose. If your efforts don’t align with your business’s goals, then you should put your energy elsewhere.

Looking for a quick fix.

Content marketing is a process. It takes time, effort and skill. Throwing up some blog posts and thinking that you will immediately boost your rankings or garner new business quickly is a fool’s errand. Yes, content marketing can improve your search rankings, but that shouldn’t be your main motivation. To be effective, you need to be dedicated to communicating a consistent message via your content marketing. And above all, you need to be patient. You’re building a pyramid, a plan that can stand the test of time.

Artboard 3.png

Saving money on advertising.

We might be a bit sensitive about this topic, but words are kinda important to us—so don’t go into content marketing expecting a lot for nothing. Doing something right means making an investment. Yes content marketing can have a big return on investment: research has shown it is costs 62 percent less traditional marketing but offers three times the ROI. But it shouldn’t be viewed as a cheap substitute for advertising. If there is value in something, it deserves to be taken seriously.