Creating great content isn’t enough. The content must be distributed and marketed properly to gain traction. The content must be organized in a manner that allows the user to find it, just to name a few of the more complicated nuances of content marketing. I believe that it has been an uphill battle to convince people that creating great content is a tremendous marketing opportunity. As a result, the message gets watered down a bit to “create great content and your company will benefit.” There’s more to it than that.

Russ Henneberry