Content marketing is dead… and other lies circulating online

Most experts are looking for ways to get seen in a big way. Showcasing your expertise can set you apart from all the other experts vying for the same market share.

A great way to showcase your expertise is to blog. However, blogging in and of itself can go only so far. In addition to posting information on your blog, it's essential to proactively promote the post.

One way to do this is to grab the permalink for a specific post and go to town spreading it around social media. Keep in mind, simply throwing the link up, like mud on the wall, will not get you the best results. Having a targeted approach will.

When you are targeted in your approach, your posts get picked up by other experts who may actually feature your writing. What could be better than to be put in front of new eyeballs?

Such was the case with a recent post of mine.…/weekly-top-articles-author…/

Is Content Marketing Dead?

I do a lot of content marketing. What's interesting is there are people who are touting the fact that content marketing is a thing of the past. “Content marketing is dead,” wrote one “expert.”

Really?!?! Not so. Content marketing is on the increase.

The thing you want to keep in mind is this; there are many formats for your content. Your job is to figure out what will get you the greatest ROI.

This is all about visibility. The more visible you are, the better.

Visibility creates opportunity. Just like having my posts picked up by other experts, you can do the same. However, you want to be consistent in your efforts.

Over the years, I've written thousands of articles, posts, tweets and social media posts. The reason I do have what appears to be lots of opportunity is because I've put lots of effort into my visibility.

Other lies

Some people will lead you to believe you don't have to be consistent with what you are doing. This is yet another lie of online marketing and gaining visibility. In truth, you should be doing something every single day to get your message out to market.

Let's go back to the blog example. When you blog, grab the permalink to the post. Distribute the permalink to various locations including Facebook, LinkedIn, Twitter, your subscriber list. You can also re-purpose your post into an article that is distributed to various article directories.

Do you have the visibility to create opportunities?

Want to learn how? Join me on January 10th in Portland, Oregon for my one day workshop – Rock Star Visibility.


  1. Great reasons for dispelling that myth, Kathleen. Without good content popular magazines, like Entrepreneur, Success, Inc, etc, could not survive. Everyday individuals and companies search for good content, all written by humans, and they find these on our blog posts, articles, videos and more.

    You mentioned an excellent point and that is find out which type of content will generate the most ROI. If our readers prefer video and we only create text, we may want to get out of our comfort zone and deliver. Thank you.

    • Kathleen Gage says:

      Targeting is essential to the success of content marketing. Agreed Yvonne. Thanks for your comments.

  2. I’ve recently started content marketing again after taking a rest. My problem is I’m stretched to the limit. I’m trying to create a course, a lead magnet and a webinar to sell the course.
    I could try outsourcing, but worry it might take longer to set up than the time it saves.

    • Kathleen Gage says:

      Thanks for your comments Wendy. Yes, it is a balancing act and it’s definitely about ROI on time and money invested. I find though, if I have the right team members in place, it makes all the difference int he world.

    • I often write content for other marketers, it helps to have some guidelines, but I don’t have a lot of problem with matching content style from what is already on the site, if there’s a need to “just get it done.”

  3. Content has always been the basis of my business, either my own content or writing content for others. I can’t even count the number of articles I’ve written, over the past thirty years. Both magazine, newspaper, and blog content, all are valid.

    A few weeks ago, I picked up a magazine in a Doctor’s office and the cover brought back memories, but I didn’t realize why until I opened it and found a magazine article inside that I’d written in the early 80’s. A glance back at the cover revealed the magazine was published in 1982. Amazingly enough, the content was still relevant.

    Relationships are based on truth, communication, and encouragement. Those three simple items are just as relevant now as they were then, and the basis of the article may actually be more profound now than it was at the time I wrote it. I find myself rewriting many of those older articles because the values remain, only the phrasing seems to change over time. We change our language and communication styles as we get older.

    I love writing content for other online marketers, and copy writing their marketing materials is almost as much fun as writing my own! Great topic Kathleen. Thank you for sharing this.

    • Kathleen Gage says:

      Thanks for your comments Jan. I also enjoy writing content for others. Writing is in my wheelhouse and what others often struggle with, people like you and I absolutely love. For any expert, it’s about finding the avenue that works best.