Content Marketing: The Good, The Bad & The Ugly

We know generating leads is a huge challenge for most online marketers. Especially a consistent flow of quality leads. That’s why in this show we take a hard look at one of the most common strategies for getting clients: content marketing. Whether or not people agree you should be using blogs, videos, guest articles, podcasts, social media or something else, most believe content marketing is THE gold standard when trying to attract clients online. But is that really true? Is content marketing all it’s cracked up to be? As you listen you’ll hear us discuss the good, the bad, and the ugly of content marketing.


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It seems like everyone on the planet is pushing content marketing as THE big strategy for getting clients and growing a business online.

Whether you choose to create a blog, videos, guest articles, podcasts, use social media or something else, most believe content marketing is THE gold standard online. Most will tell you “content is king.”

And the kingdom is growing. In just the last 7 years, the number of pages indexed by Google has grown from 1 trillion to over 30 trillion. According to WordPress, nearly 2 million new blog posts are created every day.

But does that mean YOU should be using content marketing?

Let’s take a look by breaking down the good, the bad and the ugly of content marketing…


There’s no denying the fact that content marketing allows the little guy to establish authority without permission from the gatekeepers of old.

You no longer need to beg or convince anyone to put your story on their platform. If you have access to the internet you can create content. You can put your expertise out into the world and let the world decide — not an editor in a newsroom who may or may not know anything about your niche.

And you’ve got tons of options. You can write. You can shoot videos. You can use the power of social media. Whatever fits your personality or your style, there’s an online content medium for you.

What’s more, all the channels are “on” 24 hours a day and you can reach someone in Australia just as easily as you can reach your next door neighbor.

Your message is instant and global.

That’s the good news.


In 2018, you are competing with content machines. Juggernauts. The sheer volume of content being generated is enough to bury your content in hours. Most business owners have no idea the content marketing powerhouses they are up against.

It’s estimated that more than $300 Billion will be spent to generate online content in 2019. That’s 4X MORE than what is being spent in paid online ads.

Add in all the content being generated for free by small business owners and you end up with a tsunami of content being generated. A tsunami your content must survive to even have a hope of being seen by your ideal prospect — or anyone at all.

Plus, as a stand-alone strategy, content is just bad.

Why? Because most content is not connected to a proven sales funnel. In other words, you produce all this content but never offer the potential client a CLEAR, CONCISE and INTENTIONAL path to working with you.

Even if you got a like, a view, or a download, then what? Content for content sake, even if it establishes your authority, is a losing strategy. It’s living for the like. And that is no way to live.

It gets worse.


Content marketing is a completely UNreliable form of marketing. Years of hard work to rank on Google can be undone in seconds with a simple algorithm change.

But that’s not even the ugliest aspect of content marketing.

What’s REALLY ugly is the amount of time and energy required just to keep up with the feeding schedule of the content beast.

You end up shackled to your keyboard, writing blog posts, editing videos and podcasts, or getting those meme graphics just right.

Meanwhile your family sits in the other room, or across the kitchen table, wondering what it is you do on that computer all day.

Uglier still, is the fact that all this hard work and effort results in…

  • Inconsistent, or non-existent, income.
  • No time to enjoy the very people and things you are working so hard for.
  • Miniscule impact on the lives of those you were called to reach.

It’s enough to defeat even the strongest of wills. And it’s unsustainable.

Fact is, content marketing was never meant to be a stand-alone strategy.


Listen, this article you’re reading right now is content marketing. So I’m not saying you should never do content marketing.

What I am saying is most people are making the mistake of relying on content marketing for their ENTIRE strategy. Their ENTIRE business is built on content. Content that may or may not be seen on any given day. And that’s a shaky foundation.

That’s why we add content to a firm foundation of paid advertising. But not just any ol’ paid advertising. Our ads are just one part of a rock-solid strategy proven to create a consistent flow of high-quality, high-paying clients, anytime we want.

If you’d like to learn more about how we do that, then join us for a special masterclass where we reveal…

  • Why blogging, podcasting, and content marketing are the SLOWEST, most tedious way of getting clients…and the simple 4-step process our clients use to make high-ticket sales every day…
  • A simple structure that will allow you to serve your clients in just a few hours per week, working remotely from anywhere in the world — your bedroom, office, or on a beach…
  • The little-known business model taking our clients from total unknowns to 6 and 7-figure earners’ while staying true to their mission and making an amazing impact on the world…
  • How to take a prospect from ‘click to client’ in less than 24–48 hours, even if you’re charging $5,000 or more…
  • AND how to do all of this by making the world a better place than it is now!

In other words creating content can be a “get to do” instead of a “have to do”…


I promise, the time you spend in this class will be FAR more valuable than any blog post, video, podcast, or social media meme you may be working on right now.

Curious? Skeptical? Either way, join me and you’ll discover…

What The Top 1% of Coaches Know That You Don’t

Talk soon,

Russ Ruffino

Founder, Clients on Demand

What 1% Of Business Owners Know That You Don’t

I promise it will be the most rewarding 40 minutes you have ever spent working on your business.

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