Andrew Davis on all target and no reach

What does 2017 hold in store? How is content marketing changing? Why does it even matter any more? In the last episode of The CMO Show for 2016, Mark and JV sit down with bestselling author and content marketing legend, Andrew Davis, to discuss all things content marketing. A firm believer in the power of content marketing to change the outlook of an entire product or category, rather than a single brand, Andrew reckons it's the way marketers target content that will matter most in the coming year. "A lot of people think that, 'If we just do this slow slog of blog posts and email newsletters we'll eventually find our golden ticket'. When, in fact, I think if you're just smarter about the audience you're targeting and grow down the tree from the small branches that have highly passionate, high margin, potential audiences to go after, you eventually get to the trunk where everybody knows you." The CEO of Monumental Shift, Andrew watches today's marketers trying to target every identified persona, spreading their budgets far and thin across each new channel. "In the online world we have this belief we should target everyone when, in fact, targeting everyone reaches no one. It's a terrible paradox," he says. Tune in for an episode full of insight from the content marketing oracle himself. Listen along as Andrew shares stories of marketing hits and misses, and explains why less content leaves room for better quality. We're rounding out the year with a bang.