A few weeks ago, I wrote about how content marketing seems to be slipping into the “Trough of Disillusionment.” This is the second installment in that series. Unless marketers are compulsively customer-centric, they’ll continue to struggle. As I mentioned in the last article, a key reason for the disillusionment with content marketing is that it has […]
3 Qualities of Customer-Centric Marketing Content
In her talk at the Content2Conversion conference this week, Ann Handley offered some great insights on qualities of great customer-centric marketing content. In case you’ve never heard of Ann Handley, she’s recognized by ForbesWoman as one of the top 20 women bloggers and was recognized by Forbes as the most influential woman in social media. […]
Is Your Client A Hero Or A Damsel In Distress?
Have you ever noticed that most case studies tend to position the customer as a damsel in distress faced with insurmountable obstacles until they were rescued by the heroic vendor who solved all their problems? We see this all the time in the financial industry. Standard marketing tactics almost require this kind of positioning. I’m […]
