About this marketing blog…

My name Is Matt and I am a huge marketing nerd. My marketing blog is about providing practical marketing advice & tips you can apply to your business and campaigns today.

Feel free to get in touch or just say hello.

Content marketing should never be content for content’s sake

I get the impression I’ll be sick of the word content by the end of this post, but this is a point I am determined to make. As a professional with a very practical approach to marketing I am often left bewildered by the content marketing output of so many companies.

Content marketing has very quickly risen to the top of many marketing department’s to do list as a standalone tactic i.e. creating a one-off piece of content. This is a huge mistake, and a lot of companies will be left scratching their head why it doesn’t seem to be working for them.

The most common mistakes I see are companies creating content marketing that is:

The task of creating content for marketing purposes can easily fall in to the trap of becoming a paper exercise to tick some boxes, because that is what seems to be in fashion right now.

The first step to creating great content marketing is for it to come from a place of truth. That sounds pretty grandiose, but by that I mean it makes sense your company is creating it. The other characteristics of great content marketing are pretty much the opposite of the list above. These being:

Content marketing also has to be part of a story you want to tell. Ad-hoc, standalone content marketing is rarely successful, but those that help to tell a bigger picture are far more often picked up by the target audience.

Build content marketing in to your marketing strategy. Content marketing itself is not a strategy, it is a tactic to help achieve a bigger goal.


Hello! My name is Matt and I have a serious passion for anything marketing related, both academically and professionally. I started writing this blog as a way of expressing my thoughts and opinions on marketing, and in response to the number of theoretical blogs out there that presume unlimited resources. My focus is on providing realistic and practical marketing advice you can apply to any business and campaign.

    Comments 0
    There are currently no comments.

    This site uses Akismet to reduce spam. Learn how your comment data is processed.