Recently on LinkedIn, there was a story aimed at marketers written by someone at HubSpot. When I looked into the author’s profile I found that she had never worked in a marketing role at any consumer brand yet she is trying to tell us how to apply marketing principles?
I admit that I am not a fan of HubSpot at all. They are a burn and churn factory that takes inexperienced people out of school and tries to brainwash them into believing how lucky they are to be working at a company that has yet to earn a profit.
Content marketing is way over hyped in my opinion, but when someone writes content I need to know that they have an understanding of what it’s like to work with/for a major consumer product. I don’t want to read content from someone who interned at different places in Boston.
Why do I feel that content marketing is over-hyped? Because most of us go to bookmarked sites or use apps to go to social media sites. We just don’t have time to read everything online, but, like an encyclopedia, it’s nice to know it’s there. Brands spend a lot of money on content without an understanding of what’s important to their audience.
If you do develop content, though, please make sure that you it written by someone who has been there and done that not by someone just out of school who is hired to be a content manager.
Originally published at www.newmediaandmarketing.com on September 25, 2016.