Between inspiring blog posts, vox pop videos, educational whitepapers, and everything else, marketers have lost focus on driving revenue through their content strategy–at least, that’s what Andrew Davis, a best-selling author and content marketing expert, thinks.
What does 2017 hold in store? How is content marketing changing? Why does it even matter anymore? In this episode of The CMO Show, hosts Mark Jones and JV Douglas sat down with Davis, who also is CEO of marketing talent agency Monumental Shift, to discuss all things content marketing.
A firm believer in the power of content marketing to change the outlook of an entire product or category, rather than a single brand, Davis said the way marketers target content will matter most in the coming year.
“A lot of people think that, ‘If we just do this slow slog of blog posts and email newsletters, we’ll eventually find our golden ticket.’ I think if you’re just smarter about the audience you’re targeting and grow down the tree from the small branches that have highly passionate, high-margin potential audiences to go after, you eventually get to the trunk where everybody knows you.”
Davis said he watches today’s marketers trying to target every identified persona, spreading their budgets far and thin across each new channel. “In the online world, we have this belief we should target everyone when, in fact, targeting everyone reaches no one. It’s a terrible paradox,” he said.
Tune in for an episode full of insight about content marketing. Listen along as Davis shares stories of marketing hits and misses, and explains why less content leaves room for better quality.
The CMO Show is a podcast about brand storytelling and the future of marketing. To listen to previous episodes, visit the website or follow along on iTunes or SoundCloud.