Most content marketing experts say, "engaging content drives sales." In reality even the most engaging blogs, Facebook timelines or LinkedIn discussions fail to produce leads and sales.
By Jeff Molander, Econsultancy
For most businesses, engaging customers creates profitless prosperity. They have impressive marketing statistics that ultimately don't directly help generate leads and sales. Businesses who DO create leads and sales using social selling seem to know something the rest of us don't.
Why we're failing to sell with engagement
Most of us are failing to sell with engaging social campaigns. We're failing because we're building content marketing itself on an outdated foundation. We're clinging to mass media advertising ideas and values. Meanwhile, those content marketing programs that create leads and sales are exploiting direct response marketing concepts and values.
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