Before you take your Content Marketing MOT with Mark Masters, MD of The ID Group, at the Digital Marketing Show 2015, we’re first asking whether your company should even be embracing the content marketing approach in the first place!

See what Mark had to say about the three things a content marketing approach requires and how much content you should be creating. To watch the video interview, click here!

DMS: Should every company embrace a content marketing approach?

MM: Not every company should adopt it because you have to cover three things. As a caveat, it’s not there for everybody. But, if it’s going to work, you’ve first got to look to build an audience. You’ve then got to make sure that you stand for something that the rest of your marketplace isn’t saying, and the final thing, the third thing, you have to be in it for the long-term. Too many companies start it and then it dies a death. This is the marathon that we’re in, but I don’t want to go down that cliched word of mentioning the sprint.

DMS: Should I be creating more content?

MM: There’s not a case of creating more content today, I’m even saying we should create less. What we need to be doing is understanding the people that we’re looking to connect with and wouldn’t it be better to have a bigger audience and people that are on side, rather than thinking that we have to hammer more content because we’re seeing everybody else’s.

DMS: What would be your one tip for a company who is looking seriously at a content marketing approach?

MM: Audience is key to everything today. It is our role to be useful. It’s our role to be informative. More important, I think today we have to take a role to entertain our audience and that’s what I would say for people to concentrate on.

If you’d like to learn more about content marketing and give your business a Content Marketing MOT, join us at the Digital Marketing Show on the 19th November when Mark will be sharing more! Book your free ticket now.

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