Five reasons content marketing is a mystery to me

I’ve been immersed in the digital world for a long time and I’ve concluded that there are many aspects of content marketing that can be downright mysterious!

To succeed in the business world today, I’m convinced that you must acknowledge and embrace the mystery of content marketing even when you can’t understand it.

Here are five things about content marketing that make no sense, but nevertheless are true!

1. Don’t count on “viral”

Almost every business has a dream of going viral: “If we could just have that one magical piece of content that storms across the internet!”

The idea of getting a million views is so intoxicating … but meaningless.

Here’s the truth. “Viral” doesn’t work, and it usually doesn’t matter.

Look at this chart:

This depicts the number of people who have subscribed to my blog since 2013. “Number of Subscribers” is an important measure of progress because this represents my reliable reach, my actionable audience. It is a measure of my influence because it shows that a growing…