[pkalinowski]

I think it was Intercom CEO who said something along the lines “Everyone wants to do content marketing until they discover how expensive it is.”

You can decide you want to start content marketing, take one guy from marketing team and tell him to start pumping out “relevant” content.

Or, you can acknowledge that content marketing is like a product: it needs target audience, needs to solve problem for this audience, have a distribution and promotion process, PR backing, have a goal for your company and, the most important, it needs to be good stuff by default.

So many people treat content as “build it and they will come”, which is exactly how to achieve nothing remarkable.