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Content marketing: the good, the bad and the ugly


A lot of entrepreneurs claim that content marketing is king, but what exactly is content marketing and how does it work? Content marketing is simple: it’s a strategic approach which focuses on creating and distributing content which is valuable, relevant, and consistent, that can be used to attract a specific audience. It’s a form of inbound marketing that focuses on waiting for the customer to come to you, instead of using marketing that’s more in their face – aka outbound marketing.

Many businesses owners are keen content marketing users, and it’s easy to see why. The fact is that many content marketing professionals believe in the many benefits of content marketing as a form of online advertising. Of course, just because content marketing can be an effective marketing method, that doesn’t mean that it always is, does it? Like any marketing method, content marketing success isn’t guaranteed, which is why understanding how to effectively use this form of inbound marketing and avoid making some potentially serious mistakes is so vital.

What are the pros & cons of content marketing?

As with all methods of marketing, content marketing comes with a varied list of pros and cons. These include the following points:


  • It evokes an emotional response: Content marketing is a popular digital marketing method because it allows you to create an emotional response. By doing this, you can attract a loyal following and the basis for a customer base. Of course, for your content to evoke an emotional response, it needs to have meaning to it. People will only share content that they find inspiring, which is why it’s vital that any content you share has a meaning to it.
  • You become a reliable source of information: By producing strong, well-written content that is informative and interesting, your company (and its website) will become known as a reliable source for information. To learn more about creating content that’s reliable and informative, use websites like the Detailed site to read up and improve your knowledge. By creating the idea that your company is a thought leader in its industry, you can significantly boost your chances of success.
  • Content can attract relevant customers: Creating quality content marketing copy might be hard work, but with the right content and content sharing plan, you can attract a wide range of relevant customers to your website and business. As long as your content resonates with your audience, you can use it as a highly effective marketing tool.


  • Content creation isn’t easy: There is no getting away from the fact that concise, well-written, and effectively SEO optimised content creation is not an easy task. To implement an effective content marketing strategy, it takes a lot of organisation, skill, and experience. If you are not willing to invest in the right people, your success with content marketing will be low. Content marketing is incredibly rewarding as a marketing method, but it takes a lot to make a success of it, and it’s important to understand that.
  • It isn’t free: There’s a common misconception that content marketing is free, but that is far from true. Sure, if you choose to create your content marketing copy yourself it can be free, but for your content to be effective it needs to be created by a content marketing professional. For a strong marketing campaign, you need to be willing to invest in your content creation to ensure that the copy you have is written perfectly and will be able to help propel your company forward while building brand awareness.
  • Using SEO isn’t simple: There is no getting away from the fact that SEO is vital for content marketing. Despite popular belief, SEO is not just adding a few keywords and phrases to content; it’s a much more measured and precise science than that.

There you have it, a guide to the good, the bad, and the ugly of content marketing. Content marketing may be a highly effective inbound marketing method, but it isn’t foolproof. It’s a marketing method that is an exact science; it’s not just about the quality of the content, the relevance or the keyword density, it’s about far more than that.

The fact is that content marketing has the potential to take a business and swiftly increase its growth, that is if the method used is effective. As a marketing method, content marketing couldn’t be any more effective, but that doesn’t mean it’s a good fit for every business. Each business has their own unique needs, which is why there’s no one-size-fits-all marketing approach that companies tend to use.

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