You know the story…

“‘Cheshire Puss,‘ she began, rather timidly…`Would you tell me, please, which way I ought to go from here?‘

‘That depends a good deal on where you want to get to,’ said the Cat.

`I don’t much care where–‘ said Alice.

`Then it doesn’t matter which way you go,’ said the Cat.

`–so long as I get SOMEWHERE,’ Alice added as an explanation.

`Oh, you’re sure to do that,’ said the Cat, `if you only walk long enough.’” (— Lewis Carroll in Alice’s Adventures in Wonderland)

Getting It Wrong

When it comes to creating and publishing content, it’s very easy to get it wrong.

Many people take the misguided approach to content marketing.

They start a business blog or some other type of content marketing campaign without knowing what outcome they want to achieve.

Like Alice in Wonderland, they have no strategy – they have not defined what they want, or where they need to go.

The surest way to fail in content marketing is to start creating content without knowing why you’re doing it. Don’t just start a blog because everyone else is doing it. Or because you want to have something to say.

Define what your content marketing objective is, whether that is to make more money, increase visitors to your website or to grow your email list.

Otherwise if you don’t care where your content is going, “then it doesn’t matter which way you go,” and so don’t be surprised if you end up no-where!

Over to you

What are your thoughts? Do you know what outcome you want to achieve with your content?