Een open brief aan contentmarketeers: jullie missen het doel!

"Dear content marketer,

I think it’s time we had a little talk.

What you’re doing isn’t really marketing, at least not in any way that marketing was ever done before “content marketing” came along.

Before you flash that smug smile, dismiss me, tell me I don’t get it, and continue getting people to “know, like, and trust” you, I’m going to let you in on a little secret…

There’s no metric for Know, Like or Trust.

Seriously, go look at Google Analytics.

Do you see a “know” tab? Did they add a “Trust” report in the content drill down section I’m not aware of?

No. They didn’t. You know why?

Because they’re foolish metrics to chase after. You can’t measure the amount of “know” generated from an article. Trying to do so, and hoping things like reach, discussion, or leads will follow is not sustainable way to build a business.

Now don’t get me wrong, I believe in the power of content marketing and I think Know Like & Trust are important. I’ve been surviving off content marketing almost exclusively for the past 5 years.

What I’m saying is that you’ve got it all wrong.

Marketing in it’s purest form is about doing exactly two things: Engaging the observer and compelling them to take action. That’s it.

If your content doesn’t drive actions, it’s not really marketing. It’s just content.

I think it’s fine to create content for content’s sake. That’s art, and it’s important to have in your media mix. Just don’t trick yourself into thinking you’re “marketing” if nobody’s talking about or sharing your stuff."

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