Why Content Marketing Alone Doesn’t Work

By now, you’re probably familiar with the concept of content marketing. As it has grown into a versatile and easily customizable strategy to reach a highly targeted audience, businesses from all different industries and locations have utilized a content marketing strategy to build brand awareness, thought leadership and lead generation. However, no company or organization can expect success simply by publishing a few blog posts or starting a podcast. With so many brands competing for attention, a comprehensive content marketing strategy is the key to standing out with your content marketing efforts. Content marketing alone doesn’t work, but with these tips it can become a powerful tool to help you accomplish your goals. 

Content Marketing Must Have a Purpose

One of the most common mistakes with content marketing is writing or producing content just for the sake of doing it. Quality of content is much more important than quantity and creating a blog post, video or infographic without a purpose will often leave your readers and potential customers disappointed in the results (or rather lack thereof). Instead of spending valuable time churning out low quality blog posts because you assume search engines value fresh content above all else, focus on the goal you want to accomplish and how content will help you achieve it. 

  • Inform Your Audience: Members of your target audience will inevitably have questions about your industry, products or services. By taking the time to understand those questions, your business can separate itself from your competitors by producing content that provides the answers they seek. 
  • Drive Social Engagement: Social media vanity metrics like comments, likes and shares are not the ultimate metrics to track, but they are certainly still valuable. Videos, surveys and competitions are just a few examples of content that can be used to drive social engagement for your brand. 
  • Improve SEO: Being at or near the top of Google, Bing and other search engine results is vital to increase website traffic from organic searches. Content plays a significant role in search engine optimization, particularly through the use of keywords. 
  • Earning a Linkback: Having your company’s content shared and linked to by a prominent publication is another valuable tool for SEO purposes. Whether you get content linked as a source or produce the content yourself as a guest article, earning a linkback will greatly increase the authority and visibility of your website.

Content Marketing Must Be Measured

If content must have a purpose in order to be valuable, then it must also be measured to determine whether or not the goal was met. As anyone who consistently churns out content will tell you, even the most well-written or professionally-produced blog posts, videos and podcast episodes will sometimes fail to resonate with your target audience. Rather than getting discouraged about missing the mark, focus on setting metrics so you can determine how well your content is received and any changes you can make to get back on track. 

While it’s possible to measure nearly all components of your content, that doesn’t necessarily mean you should. Including too many metrics can make measurement confusing and time consuming. For example, let’s say your business wants to increase audience engagement. Lead generation metrics like conversion rates are unrelated to your goal and will only make determining success more difficult. Focus instead on monitoring metrics such as social shares, comments and click-through rates.

Content Marketing Must Be Reinforced With Earned Media

It’s no secret that the rise of social media and content marketing have made it easier to connect and engage directly with your target audience. However, the addition of earned media coverage is what really takes it to the next level. As consumers become increasingly more skeptical of marketing tactics and spin, third-party validation in the form of media coverage amplifies your business efforts even further.

If you’ve never dabbled in media relations, it can seem like a daunting task to pitch a journalist with the hopes of securing a mention or story. Keep in mind that you’re the thought leader in your industry and be confident in your ability to provide insight and value to the work a reporter is doing to tell a story. Before you jump in the deep end and contact every journalist in your area, start with a simple approach of turning a blog post into a media pitch to get your feet wet.

Thinking that content marketing alone is enough to earn brand awareness, thought leadership and lead generation will rarely lead to business success. It’s the integrated strategy that ultimately determines the level of success. If you’re having trouble forming your content marketing strategy or just want to bounce around some ideas, let’s connect on how to develop a content marketing plan that will help you achieve your business goals.


Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.