Better Content and Better Business
You get better content and better business results when you’re focused on educating people instead of driving leads. Here’s what changes when you adopt this mindset (1) focus on the audience - You’d create content the audience actually wants, not the stuff about your product/company that you wish they wanted. (2) remove friction - You’d stop gating content because the *consumption* of the content is actually more important than collecting their email. (3) invest differently - because you don’t have a metrics dashboard breathing down your neck all quarter, you’d have the freedom to try new things and build new capabilities instead of dumping all your money into the “lead gen” you’re forced to do right now. (4) think long term - you’d do things that don’t have tangible immediate ROI, which ironically are often the most effective. I'm pushing a lot of marketing leaders to start scoring their content marketing team on audience metrics instead of business metrics. Crazy h...
