Why Awesome Content Isn’t Enough for Successful Content Marketing

Great content marketing starts with awesome content.

In order to get a higher return on the content you’re spending time and money to produce, it’s important to take the time to generate awesome, shareable content. People share content that stands out, so if your articles, blog posts, white papers, videos, or whatever else are extremely helpful and remarkable, then they’re more likely to get shared and go viral. This increases the ROI for each piece of content that you produce.

With that said, great content is not enough for successful content marketing. A lot of people think that it is, but it’s not.

The reason for this is that great content often doesn’t get noticed and never gets recognized for the great content that it is. Let me explain.

There’s an old saying that goes something like this: If a tree falls in the forest and no one hears it, did it really fall? On the surface it’s a silly saying because, yes, of course it did fall, but it also makes the point that it doesn’t matter whether it fell or not if no one noticed and no one heard it.

In the same way, if you produce content online, even when it’s awesome, if no one knows that it exists, then there’s no way for people to know how awesome it is.

This may seem like common sense, but it’s a trap that a lot of businesses and a lot of content marketers fall into. They assume that if their content is good enough, visitors will flock to their site, but it’s simply not true. Instead, if they don’t actively promote their content, no matter how good it is, there’s a good chance that it will go unnoticed.

So when you write and produce content, whether it’s a blog post, a Youtube video, or a SlideShare presentation, the first step is to make sure that it’s awesome. Take some extra time to produce content that’s worth consuming and sharing.

But after you take this first step, don’t forget to also take the time to promote your content. Take the time to share it on your social media channels, and take the time to reach out to people who might benefit from consuming the content. Instead of assuming that what you’ve produced will get noticed due to how awesome it is, take the extra time to promote your content so you get more benefit from what you’ve painstakingly produced.

Here’s a final recap: first, create content that stands out from the crowd of mediocre articles, blog posts, Youtube videos, and SlideShare slides. Then, go one step further and promote the content in every possible way. The more you do this, the more attention you’ll draw to what you’ve produced, and the greater the likelihood that your content won’t become the next awesome blog post that no one ever finds out about. If you follow these two principles, your content marketing will be more successful, and the return on the time you invest will be significantly higher.

Joseph PutnamAbout the author: Joseph Putnam is a freelance copywriter and digital marketing consultant from Orange County. He helps businesses create effective content marketing strategies. He also writes highly shareable and compelling blog content. You can follow him on Twitter and keep up with him on Google+.

6 Responses to “Why Awesome Content Isn’t Enough for Successful Content Marketing”

  1. Matt Ryman

    Great comments Joseph. I think that the promotion point is overlooked by many. Our company produces great video content for clients but also includes equal priority and time to publication of that content across appropriate online platforms. During our journey through understanding how to attract attention online, we found this step to be crucial in obtaining metrics that provide meaningful ROI or social sign up.

  2. Tash Hughes

    So true, Joesph.

    I often see people promoting low quality content and know people who don’t promote their valuable content (can’t say I see that often because that’s the point – you don’t see it!)

    It does take time to create great content and then promote it but it gets better rewards than only doing half the job.

  3. Caimin @ Genius Startup

    This is so true. So many businesses jump straight to the marketing part of content marketing without spending enough time on the content phase.

    It’s similar to people wondering why their video didn’t go viral – often you look at it and think, “Why would anyone *want* to share that?”.

  4. Claire Black

    Great point! But FYI, the saying is “If a tree falls in the forest, and no one is there to hear it, does it make a sound?”

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