Why Content Marketing Doesn't Suck

Can regularly publishing relevant, useful, entertaining and valuable information online actually build a business over time?

Or, is this whole content marketing thing just a massive waste of energy?

You can probably guess where we stand on these questions, but in this episode we lay it all out anyway. You, of course, can make your own decisions.

Also, Sonia gets another new executive title based on her expertise in email marketing.

In this episode Brian, Sonia and I discuss:

  • What good content marketing actually does
  • The one thing you must possess to sell anything at all
  • What Proctor & Gamble and soap operas have to do with content marketing
  • How to make selling WAY easier
  • The cornerstone of content marketing that works
  • Brian’s 85/15 rule of marketing and selling
  • The indispensable power tool of email marketing

Hit the flash player below to listen now:

Other listening options:

The Show Notes:

About the Author: Robert Bruce is Copyblogger Media’s Chief Copywriter and Resident Recluse.


  1. says

    I haven’t listened to this yet, but after writing a post to be published on Monday, I’m convinced that it’s easier and more effective to write a blog post than a sales letter. It comes off as less pushy which helps the effectiveness, and it’s a great alternative for people who don’t want to use pushy sales tactics.

    Now I’ll listen to this podcast to see if I’m right.

    • says

      It’s definitely easier. Whether it’s more effective, only you can decide. :)

      Delivering that final sales message is often the least effective way to use content, but it can work. It can be tricky to use your full arsenal of effective copywriting techniques (spelling out all the benefits, strategic repetition, strong call to action) in a blog post. That’s why we usually would recommend using content to get them 85% of the way there, then closing the deal with a good landing page.

      • says

        I have to agree Sonia. Everything is all relative and depends on your strengths and weaknesses. I know plenty of people are awesome copywriters and get great marketing messsages across. It all depends on what your strengths are. Personally, I enjoy both but find blogging a lot easier too. At least I’ve had better results witth it.

  2. says

    Another fascinating session. I had no idea Procter & Gamble had developed soaps to promote their products. No wonder they have such powerful brands in so many categories.

    I’m a big believer in content marketing as a strategy because I’m winning with it.

    I don’t even need much in the way of extra content because my competition offers so little. The extra depth becomes another point of differentiation, along with online chat and other engagement features.

    Attraction, engagement, conversion for the win!

    By the way, your course on Internet Marketing for Smart People was fabulous. Closest thing to downloading into the back of my skull Matrix-style.

    Thanks! 😀

    • says

      Joe, it’s awsome that you pointed out that you don’t have to come up with a lot of content because your competitors are doing next to nothing. Zero is a pretty easy number to get past :-).

      That’s such an important concept especially for small businesses who operate very locally to understand. Many will be in a contest of one or two, not hundreds or thousands which makes marketing look a lot less daunting.

  3. says

    I’ve listened to a handful of the podcasts now and I have to say this one is my favorite so far. So many small but powerful nuggets about what content marketing is and how to use it. Thanks!

    I don’t happen to have an itunes account, so how about if I give you my 5 stars here (and actually it’s more like 6 or 7) :-)

Leave a Reply

Your email address will not be published. Required fields are marked *