Is Content Marketing for Everyone? Not According to Tim Ash

Dechay Watts

Written by Dechay Watts on Wed, May 20, 2015

VegasNot everything that happens in Vegas needs to stay in Vegas. Some Vegas happenings should get sprinkled back into the universe to enlighten and inspire future actions, like all insight gleaned at Content Marketing Conference 2015.

As I’m writing 2015 in this blog post, Tim Ash's keynote comes to mind. One of his takeaways for creating good content is to avoid making your content look outdated by not adding… a date. Of course, a quick search will easily turn up 10 reasons why you should incorporate dates into your content, which is why content marketing conferences are popping up more frequently. We’re all on a crazy ride to figure out what works.

According to Tim, 95% of content marketers are “doing it wrong.” According to Tim, we’re all “we-weing” on our customers (look at how many times your website says ‘we’ to see if you need a diaper). According to Tim, content marketing works best for:

  • High ticket items
  • Rare purchasing frequency (think coffins vs. toothpaste)
  • Complex, multiple trade offs
  • High level of domain knowledge required for decision
  • B2B purchases with multiple decision-makers

When I think about our clients, I have to agree with Tim’s list. Everyone we work with could add a green checkmark next to each of these points and they are seeing great results from content marketing.

But, what about the gazillian (that word exists in Vegas) of companies out there that don’t have these attributes? Can content marketing still work?

Before the Content Marketing Conference I would say… ”yes.” Even companies that could mark Tim’s checklist with red x’s have to build relationships with their customers. They have to solve problems. They have to deliver value. They have to delight and engage and personalize and convert and content marketing can make all of this happen.

Then a content developer approached me after my presentation and asked, “How many times should I blog a week?” and I thought, “Maybe Tim is right.”

If the cadence of a blog is the measure of content marketing success, then 95% of content marketers are doing it wrong.

How would you answer these questions?

  1. We need a blog because ____.
  2. We have to blog 5 times a week because _____.
  3. We send out 2 emails a week because ______.
  4. Twitter is super important to our company because _____.
  5. I know our content marketing pays off because ______.

If you don’t have a concrete business goal tied to each of these responses, maybe content marketing isn’t for you. We are all still figuring out the ‘best way’ to do content marketing, but goals and a strategy to achieve them must come before tactics.

So, take a minute and think about whether your idea of content marketing does the industry – and your business – justice. Start from the bottom of the funnel with your revenue goals and go upstream to create conversion goals, traffic goals and distribution goals connected to tactics. Let’s flip ‘the world of content marketing according to Tim’ on its head and get back providing valuable assets that build relationships with humans. Especially, the ones who can contribute to your bottom line.

If you want to talk content marketing strategy, schedule a consultation with us.

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