Shrodinger’s Content Marketing – Dead or Alive?
Schrödinger’s cat is a thought experiment, sometimes described as a paradox, devised by Austrian physicist Erwin Schrödinger in 1935. You probably know the scenario that says a cat that may be simultaneously both alive and dead in the box.
In the past few years, for marketers, content marketing has become both alive and dead. Alive, in that the world on the whole is producing more content than anytime in history. And dead, in that we marketers are dropping the ball BIG time when it comes to regularly producing quality content to attract new customers, clients, and for lead generation.
For many of us, content marketing is effectively dead.
There are two reasons why content marketing could be dead for you:
1. You simply aren’t finding enough time to brainstorm and create quality content. (Like most people)
2. There is already so freakin’ much content in every niche on every topic, it seems wasteful to try to create yet something else in your topic range. (So, again, you don’t.)
Here’s the paradox though: Never has there been more content created than right now in history.
It’s not that new interesting content isn’t being created in every known niche. It’s that YOU aren’t as prolific a creator as other people who really get a kick out of writing and making videos or podcasts.
So what are we to do when we simply cannot or will not bring ourselves to the daily grind of content marketing?
Give up on all that potential traffic?
We use “content leverage.”
In our book “The Leverage Black Book,” Gina and I talk about how to use other peoples’ content in the same way we’d use content we created ourselves.
And one of the absolutely coolest things I’ve discovered since I’ve slowed way down on producing my own blog content on a regular basis is generating leads by piggy-backing on other content that’s better than anything I could ever produce in the first place.
There are a few ways to do it, but none is better, in my opinion, than Leadgrab.io.
Mark Thompson shows how Lead Grab works here:
Watch the other videos on their page to see how you can put your call to action on articles on CNN and thousands of other top-tier content outlets around the web.
This will get you out of worrying about (or feeling guilty about) not doing the content marketing you were taught to do. And it is very effective at generating leads or sales while getting you out of worrying about producing tons of content!
In fact, it’s even better, because the content you use to get attention in this way is usually far better than anything you or I would take the time to produce in the first place!
Remember to always look for the leverage points in your business!