It is often said that to succeed in content marketing you must be useful or entertaining. Because by doing this, you’re adding value to people’s lives.

Sadly, most content marketing is neither of these and therefore has no value to the people it lands in front of. It’s just crappy promotional noise that no-one wants in their feeds, inbox or life.

The main reasons for this stem from the fact that most marketers today are playing by yesterday’s rules. Working on assumptions they made in 2012 and have not since revisited.