We’ve been saying it for years in our Effective Product Marketing class. The power is in the buyers hands and content is king. Without great content continue at your own peril.
“Next year (2011), marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.”
Let your content be free. Challenge the demand in your organization to hide it behind registration pages (see also Lead Bait). How valuable is it if no one actually reads it?
