Broken content marketing? Hint: It's about getting the right leads, not more leads

September 12, 2014 | Justin Gray | No Comments |

This article originally appeared on VentureBeat.

Recently, my business did a purge of contact records we had collected over the years that were never going to convert into clients. A whopping 220,000 records were clogging up our CRM – and continuing to get content from us that they likely ignored.

Clearly this is a sign that these people certainly didn’t intend to buy from us at any point in time.

This kind of purge is an eye-opening exercise, and one I suggest every business undertakes. The results say a lot about the state of your content, and should make you take a hard look at what you’re putting out — and who it’s attracting.

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