In today's episode of the Internet Marketing Podcast, Andy is speaking to Shelley Walsh, founder of ShellShock Ltd, a Content Marketing Agency located in Leeds, to talk about the state of content marketing today and why content campaigns can fail.
Shelley starts by giving her view on the current state of content marketing and explains that she see's the industry booming, with a continued increase in output, but a serious lack of quality.
She explains how:
1. A report by Buzzsumo produced back in 2015 that highlighted that 50% of content gets 8 shares or less and 75% gets zero links
2. here is a misunderstanding about exactly what Content Marketing is
3. Many brands forge ahead churning out content without consideration for objective, strategy or measurement
4. Link building and many link builders have simply become content marketers as SEO tactics and strategies have changed
Next, Shelley discusses the reasons behind many content campaigns failing and explains that often, content campaigns can fail...
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