If you follow my podcasts or read these emails, you know how I feel about content marketing.
It’s best used to support funnels and ads.
But what happens when you invert it and make content the priority?
In other words, you do what Gary Vee drones on about and plaster your social feeds with content, content and content.
I’ll tell ya…
It takes forever to get results! And it raises questions from publishers such as…
“I just don’t know what the return on investment of my content is.”
“I don’t know if it’s working.”
“I know people are watching it and we do get some positive comments, but I can’t trace it back to money.”
This happens because companies don’t have a reliable way to generate leads and turn them into clients.
It’s also because they don’t use funnels and ads with the content.
Now, I’m not saying that it’s impossible. But it’s a lot harder to get where you need to go.
And this is where I have a radically different viewpoint than someone like Gary V.
Sure, once you get that big social following, doing what he talks about is super powerful.
But how long before you can reach that critical mass? Probably years… if… you’re not combining the content with ads and funnels.
Most companies can’t wait a year or five to reach that critical mass.
So, in my mind, it’s much smarter for content to support paid media and funnels. Not the priority.