Chapter 9

From blogging to content marketing: attracting leads, not just readers

Good artists copy; great artists steal.

Steve Jobs

Blogging has been a bittersweet experience for us. Too often we've heard it said that if you consistently publish great content on your blog, you'll magically attract traffic, social shares and inbound leads. The cream will rise to the top and all your marketing dreams will come true. To perpetuate this thinking would be irresponsible. It simply isn't true.

Many people fall off the blogging bandwagon because they are sold this dream, only to be faced with the hard reality of investing loads of effort but gaining zero traction. We've been there. We've flirted with the idea of giving up on blogging. Was it worth the ...

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