You’ve heard the saying "publish and pray"? Basically, it’s an admonishment to brands who produce content, publish it on their website, and then sit back and hope for results.
Unfortunately, "build it and they will come" only works for Apple or Nike. Content marketing for the rest of us requires additional effort.
Lately, I’ve been on a roll writing marketing case studies, and this post will be no exception. In this article I present a content marketing strategy that achieved results only because the content itself was actively marketed. This marketing strategy was executed for a career center that served job seekers in a particular Illinois county. And the content in question were jobs that were posted on the organization’s home-grown jobs board.