Failure is an option. In content marketing, the fails outnumber the successes 2:1. I’ll assume you want to be on the right side of this ratio. But recent history suggests it’s more likely you’ll go left and meet the fate of the majority. There are a number of reasons content marketers fail. If you want to summarize them all in one swoop for the sake of simplicity, it’d go something like this: Content marketers want shortcuts to success, but there are none.