Why are you doing content marketing?
“Because our competitors are…”
“To gain exposure…”
“Because I was told I had to…”
I ask this question a lot, and the above answers are pretty typical of the sort of response I hear.
Of course, every company wants to gain exposure and drive people to their website, and if enough people tell them content’s the way to do that, it makes sense that – at some point – they’d choose to go down that road…