Content Marketing: Relevant or Not?

is content marketing a lost art
kulinetto / Pixabay

Contrary to what most people might think, content marketing did not make an immediate, explosive entry into the industry. In fact, it came about quietly and was embraced by just a few small to mid-sized firms.

Of course, content marketing soon did take off, and you can’t dip a toe into the marketing and advertising industry without hearing all about it.

But is content marketing already a dying art? Are firms and small companies alike slowly reverting back to outbound methodology even as they rave about the effectiveness of inbound?

In my opinion – yes. Here’s why.

“Providing Value” is Being Twisted Into “Extracting Value”

is content marketing still relevant
Engin_Akyurt / Pixabay

The entire foundation of content marketing is based on the idea of providing value to consumers. In exchange for giving away something valuable, marketers are able to gain something of value in return – they win contact information, eventual purchases, or the like.

However, content marketing is going the way of many strategies that end up adapted by the masses. It’s being continually cheapened so that the value that marketers provide is more of a “perceived” value instead of a real value.

This, of course, means that we’ve come full circle. Content offers are getting filled with the fluff that marketers were once infamous for instead of the value that content marketing promises.

Consumers are once again becoming wary of the supposed benefits that giving away their email address had in the recent past. They’re even more skeptical about making purchases because the marketing content their reading fails to provide any kind of honest, authentic information about their potential purchase.

Am I just being a massive pessimist?

Maybe. But what happened to the (short-lived) days when marketing content had genuine effort put into it? What happened to the idea that giving something away was worth the effort in the long-term?

Finding shortcuts and cheap shots is fundamentally against everything that content marketing is for. Let’s go back to the way things were so recently.

Creating Content is Hard Work

great content
kulinetto / Pixabay

Hard work tends to create a big issue for firms that are attempting to grow.

Here’s why:

Hard work doesn’t sound like a scalable strategy.

Organizations that are focused on growth first and current clients second will find themselves struggling with the commitment that’s required to make great content. Making great content is almost sure to be tough to do, and that’s why it’s so desirable.

If you’re looking at content marketing and attempting to find ways to cut hours, or your total investment, then you’ve already abandoned an authentically content-based strategy.

It’s not wrong to look for ways to be efficient and effective, but effective content necessitates skilled workers and a significant time investment.

If you’ve been trying to force out as much content as you possibly can, then you’re not really doing content marketing in the way that it’s designed to be done.

It’s far better to create a phenomenal piece that attracts the attention of your audience. Anyone can develop cheap, empty content that’s filled with fluff. Take the road less traveled, and you’ll likely find it to be very rewarding in the long run.