I think the role of "content" in the marketing mix is one of the most fasciating discussion topics around. How much is enough? How do you break through? Can you win on the back of quantity alone by overwhelming competitors? So I was delighted to have the opportunity to thrash this discussion around with the brilliant Tom Webster on our latest Marketing Companion podcast. In this latest edition, we talk about:

• The dirty little secret of content marketing
• How quantity works against quality
• The Hubspot Problem and the content mill
• Quantity and the discoverability advantage
• Guest posts -- Strategic advantage or content snacks when you need a meal?
• How is SEO adapting to new content realities and search?
• The most important content-related metric
• How content marketing is like a retail price war
• Why content marketing encourages plagiarism

Yes, that is a lot of ground to cover in a 30 minute podcast but I think we get the job done and have some fun along the way too. Hope you enjoy the show and I would love to see your comments in the comment section below. To listen now:

Hope you enjoy the show and I would love to see your comments in the comment section below.

Program note: Christopher Penn weighed in with another perspective on this topic of content and SEO. Worth a read!

How many times have you led a business failure? Do you have to experience catastrophic failure to be successful? If I fail more than you, will I ultimately be more successful than you? These are some of the questions and topics creeping into the blogosphere over the past few years as the notion of failure seems to take on an almost romantic quality. I find this strange.  As an entrepreneur, I want to do everything I can to AVOID failure. Sure, if you are trying something new, you are bound to fail. I fail in some way every single day. But I never want to fail in a way that prevents me from getting back up again.  And yet, I have this feeling that if you've never been part of an entrepreneurial wipeout, you're not considered "legit" these days. There seems to be a growing acceptance of The Failure Manifesto. My podcast partner Tom Webster and I explore this interesting idea on the latest episode of The Marketing Companion. I really think you'll like this edition, as we explore:

• The romance of catastrophic business failure
• Why Seth Godin's "Just Ship It" mentality leads to problems
• The true source of business innovation and progress
• The untold side of the Apple story and survivor bias
• The strategy paradox --why we don't learn from failures
• Why you can't be Zappos
• Is technology an enabler or a leveler of business innovation?

Do you need to be "all in" to be successful in business today?  I hope you'll listen to the podcast and tell us what you think!