27 Apr '16, 2pm

The right (and wrong) content marketing question

When people ask me about content marketing, they always start with one question: “How many pieces of content will I need to…” followed by their business goal. 2,778 should do it. Give or take 500. I’m not being a smartass here (for once). I understand the question. Content creation feels expensive. It’s hard work. It’s a reasonable question. It’s also the wrong question. Content is a permanent asset, and you can never stop creating it. I’ve got a pretty good case study: Us. Portent’s content marketing story Here’s our first piece of content marketing, from 1996. We explained how HTTP worked, what HTML was, and how to create tables. I’m pretty sure it included the blink tag. It got about 40,000 downloads: The Fat-Free Guide to HTML: Serious content marketing artistry, right there Take a look at our content production pace since 2007. The raw numbers can seem daunting: 2,700...

Full article: https://www.portent.com/blog/content-strategy/content-mar...

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