Why "Content Is King" Is Not Just A Cute Alliteration
As a content marketer by profession, I understand the ins and outs of the trade. I know when a brand is using content to trick people into clicking. I know when a brand is using content because they were told to. I know when a small business owner is paying her grandaughter to post on social media because she was told you need to be on social to even be in the buyer's conversation.
And I definitely know when a company is doing Content Marketing right.
I would venture to say that I am one of the trickiest consumers a brand will encounter. I'm the person who unsubscribes from every single email list, reports spam ads on Facebook, and I frequently submit inappropriate social posts or profiles for review if I feel they are violating the platform's guidelines. And none of this is because I'm a jerk - it's all because I believe in content marketing done right and I can't stand when others ruin it for everyone.
Content Marketing is still king. When done right, it will influence your buyer journey without you even noticing it.