4 Lame Excuses for Not Creating Content

Content marketing is all the rage, and brands of all shapes and sizes are focusing more time, effort and budget dollars on creating entertaining, useful and relevant content that audiences will want to share. Some brands, however, still stand at the water’s edge, not so sure an always-on commitment to social media and content creation is right for them. 

Even the most successful marketing efforts have their detractors and doubters, who hold tight to the traditional methods: interruption and overexposure of their brands. They cling to the past and continue to invest in telemarketing, direct mail and pricey television spots and billboards. Even the London Olympics, which were praised as the most tech-savvy and social-media-supported games ever, were heavily supplemented (or, rather, dominated) by traditional advertising.

While those methods have their place, it’s about time we set the record straight and started to challenge those who insist that content marketing isn’t yet an established brand communication strategy.

Here are some of the reasons brands are abstaining from content and why they’re on the wrong side of history.

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Facebook is Worthless

Forrester: Facebook is Worthless as an eCommerce Platform

The interwebs were abuzz this past week over a newly released Forrester study that paints a grim picture of Facebook's potential as an eCommerce platform. According to Research Analyst Sucharita Mulpuru, eBusiness professionals in retail collectively report little direct or indirect benefit from Facebook, and social networks overall trail far behind other customer acquisition and retention tactics such as paid search and email in generating a return on investment. Wait, how can this be?
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