At the beginning of every year, most marketing teams set aggressive goals for their content. With lofty numbers hanging over their heads, they crank out content with the sole purpose of gaming an algorithm or converting leads.
Unfortunately, this type of content is more likely to meet traditional marketing goals than say, an original docu-series might. And because of that, marketers claim the data backs up their strategy — they’re moving the needle, making more people aware of their product or service. The problem with this strategy, however, is that this type of content doesn’t actually resonate with audiences in a meaningful way. Sure, it may reach them, but it doesn’t strike a chord with them. In other words, it won’t turn them into life-long fans of your brand.
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