It’s become the new normal in business: do more with less. And for B2B marketers, it is more than a catch phrase — it is reality.
The marketing world has finally discovered that honest and valuable content makes a difference when interacting with consumers. We call it “content marketing,” but it begs me to ask the question:
Why do so many agencies fail at creating compelling stories? Creating and utilizing content is deceivingly simple to describe but incredibly difficult to do well.
Agencies know how to create and implement marketing and content strategies for their clients, but when it comes to their own efforts, they forget the basics.
It’s neither too narrow nor is it a privacy issue for a brand to surface content that is a best guess at what you might want depending on time, place and device.
By not treating digital publishing with the consideration and forethought it deserves, publishers may be missing a great opportunity to increase current reader loyalty and grow online readership.
Like condiments and defense contracts, the most important aspect of content (and this is what truly makes it a product) is that it’s worth something.