If you follow a “content marketing expert,” you’re probably doing it wrong

The Context Of Things

Content marketing is/was/will be all the rage in some circles dating back to about 2013, if not a bit before. However, some brands have tried to adopt it — and then given it up, because it’s not linked enough to business goals. Other brands have hesitated to start on it because they have their own model of what works for them in marketing — which probably means they have a magazine and sell ads in it, or go for TV buys, or whatever the case may be. Chances are if you run into a marketing division that is totally against the idea of using a concept akin to “content marketing,” you’re probably dealing with an old-school mentality.

I technically work in content marketing, in that I work in a marketing department and I produce content for them. As a result, I have a lot of people on my LinkedIn in…

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