By Anthony O’Brien for Professional Planner, 26 February 2018
Agencies have different ideas about how to produce cut-through content. Some will tell you that the key is the quality of the writing or videos you’re dishing up. Others will tell you that if you don’t have your search engine optimisation and reach down pat, you’ll be behind the pack. But this advice addresses only the delivery of your content. You also need to make a decision about its purpose.
You must decide whether the content you are creating is to be used for thought-leadership or as sales.