Don't Re-invent The Content Marketing Wheel, But Be Genuine

September 20, 2020
content overlap with competitors diagram

You don't have to create content never seen before, but you want to create content that is of high value and authenticity.

Think about news websites, there are hundreds of them, and they all report the same news. These news sites share the total available traffic in their niche amongst them. And what counts is how much of this total available traffic each of them can capture.

Your lead generation strategy will be in the same competition for traffic, depending on the content you chose to produce. 

And remember, your content will not produce traffic on its own. You will have to drive traffic to it using other marketing channels.

Then the question is: are you content marketing or marketing the content?

Remember, content that solves a problem, helps someone to achieve a goal, or is entertaining is all you need. This means the quality and genuineness of your content is more important than its uniqueness.

Continue reading with Part 8 - How to ensure your content works before you produce it?

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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