To solve the issue with content marketing, we need to start looking at content as part of a broader ecosystem
If you create a piece of content and don't support it, you're probably going to be disappointed. In other words, if we define experience as the beginning-to-end engagement with a brand, then content is simply part of the spectrum.
Content is never going to be the only part of your brand that customers engage with. There is going to be advertising, a website, application forms and ultimately a product. Your content marketing is going to be a key part of this, but it still needs to cohere with everything else.
