“Is social media actually helping your bottom line?” That’s the question asked by Frank V. Cespedes in the Harvard Business Review. And he answers it quite boldly: #Nope. This is the great fear of content marketers, that elephant in the room. The idea that all of the effort and time put into social media has been for nothing, that the measurable returns were measurements that didn’t mean anything.
We spend a fair share of time talking about the different types of content you could create. Lists. Infographics. Video. Interviews. That seems to be the pressing question for busy content marketers: what kind of content should I create? But what if your content were like a blood type, and there were some people who were better matched for one kind of content over another?
Pretend, for a moment, that we’re at ceremony for the content marketing graduating class of 2014, and the valedictorian is giving a speech on how headlines came to rule the content marketing world. What would she say about the past year, when it came to crafting headlines? Why did headlines get the spotlight?