I’ve written previously about the benefits of a business blog, and really believe in that article.
But I recently across a piece titled Why Content Marketing is Not For You at the UK-based company Base One. It lists four reasons that marketing by creating content (such as blogging) may not be right for some companies. The first is:
Reason #1: You don’t believe in it
All four points are similar, in that they really boil down to your company not being willing to expend the effort it takes to do content marketing well. If you won’t, whether it’s due to inability or lack of faith among higher execs, it will fail, and you’re better off not doing it at all.
I’ve seen this situation with small companies – running a blog takes time, and if the owner doesn’t believe it’s worthwhile, it will often end up abandoned. And an abandoned blog is worse than no blog at all.
So if you’re unsure whether content marketing is worthwhile, convince yourself that it is, and dedicate yourself to keeping it up. Or don’t bother to start in the first place.
For the full article, visit Why Content Marketing Is Not For Your – Beyond.