Content marketing. Every marketer has an opinion on it. Some say it’s the future of marketing. Some say it doesn’t work. Others see it as the necessary but largely useless filler for any sales-oriented campaign. But what is the truth?

If a company doesn’t do its content right, any of the above could be true. The old formula of good content = good results is no longer applicable. In a marketing world where every company from your neighborhood lemonade stand to Microsoft has a company blog, simply writing an attractive and informative piece does not guarantee readership. In order to really stand out, marketers must combine good content pieces with cutting edge distribution, whether through well-timed drip campaigns, lead nurture campaigns, or social media. Thus, the new content marketing strategy is this: great content + smart distribution = great results.