A Pile of Content Is Not the Answer

And how many times did you cringe and make this face/gesture before quietly retreating?

That’s not how a content marketing strategy works: There is no magic fairy dust to sprinkle over the content creators to make them generate more, fabulous content. (Trust me, that would come in really handy during busy weeks).

And to piggyback off of that, no one should be patting themselves on the back for producing a bucket full of content assets … “Hey CMO, look at me … in six months my team has created 48 blog posts, 25 whitepapers, 12 webinars and a partridge in a pear tree!” The question in response to that should be, “And how do they all work together to deliver a customer experience?” Usually the answer is the faint thrum of crickets.

But