There is one unforgivable mistake when it comes to the practice of content marketing. This mistake is so heinous, so detestable, and so unimaginable that your efforts may never recover if you take your eyes off of it.
What mistake could be so bad that you might not recover?
Here it is…
Separating revenue creation and growth from content marketing.
Why is this a potentially fatal flaw?
- Revenue is measurable.
- Revenue creates more opportunities for content marketers to do new and different things.
- Revenue holds content marketers accountable to move the brand, business, or cause forward.
- Revenue gives content marketers the credibility to influence an organization and its orientation in the marketplace.
If I was a content marketer and I didn’t tie my work to revenue, I would start doing so…. yesterday.
Expense centers have a strong tendency to be cut in lean times. Rarely, if ever, are revenue creators on the firing line when it is time for an organization to trim the fat.
How are you tying your content marketing program to revenue?
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