As content marketing goes mainstream in B2B, it’s becoming something of a religion. And like all religions, a lot of it is based on articles of faith that are handed down, tweet by tweet, until they’re considered gospel.
To question them is to risk being denounced as a heretic and made to do any of those horrible things religions do to their heretics (many involving fire or flaying or feathers).
I’m not in the market for a flaying or a feathering but there’s one article of faith that I’d like to challenge here.
The one that says, “Content marketing is not about you, it’s about your customers. Great content marketing is as far from old-school, interruption-based, broadcast-style marketing as Jamon Iberico is to Pepperami”.
Let’s pick that one apart…