There’s No Excuse for Bad Content
Content marketing is the outgrowth of a number of long-terms trends in the communications business. The ability of anyone to be a publisher. The shrinkage of traditional media. The questionable effectiveness of online advertising. The changes in search.
But ultimately it is about producing content that is exactly what your audience wants to read. Exactly what they are looking for. The answer to their search for information.
Commercially produced content has rarely been any of the above. Traditionally it has garnered views by trying to be in the right place at the right time so that the viewer/reader sees it in spite of the fact that he or she is really looking for something else.
Read the full post by PR Newswire EVP of social media & audience development Ken Dowell on Beyond PR.