business strategy

No, it’s not the “there is no ROI from content marketing” myth.

I am going to debunk that in the first sub-heading.

I am talking about the “we don’t need to do content marketing because our customers don’t read blogs/research online” myth.

It’s 2012. Are you really going with that excuse in B2B marketing and expect to survive?

To be clear, I am not arguing for or against specific types of content. I am no blogging wingnut and if your market is more responsive to video I will be the first person to urge you to get on that bus.

In fact, I will send you off with a list of best practices and examples so that you can race to the front of the pack.

But you have to realize that you are bringing a knife to a gun fight if your competition is killing it with their blog…

In the summer of 2006 Israel and Hezbollah, a militia based in Lebanon and designated as a terrorist organization were engaged in an all out war.

On paper, this was no contest. Israel’s military was the most advanced in the Middle East. Hezbollah was a guerrilla army and while it might have some chances in hit and run attacks it was no match for a conventional army in a face to face fight.

Besides, Hezbollah had fought Israel a few years ago and as expected was handed out a brutal beating.

So it shocked everyone when this time around Hezbollah did not fold as expected and in many engagements even beat back Israeli troops.

When the dust settled and an UN imposed ceasefire signaled the cessation of hostilities, Israel was left with more than a bloodied nose economically and a seriously dented military reputation.

For a nation whose aims were to exterminate one of its most strident enemies, the survival of Hezbollah was widely recognized as its defeat.

The content marketing lie B2B marketers in “boring” niches keep falling for

What content marketers can learn from the 2006 Israel-Hezbollah war