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Ambiguous content is a bad idea

By Anthony O’Brien for Professional Planner, 30 April, 2018

Content marketing has been king for several years now, as companies clamour to reach and engage with their target audience.

The ubiquity of content marketing has subsequently created a fierce debate about what represents content and what is real news.

I read with interest a recent university study of PR professionals in the US that demonstrated 64 per cent of survey respondents believe that, within five years, most people will not be able to tell the difference between paid content, such as an advertorial, and real news journalism.

In the era of fake news, the line has unquestionably been blurred, as content and traditional journalism jostle to reach as many eyeballs as possible.

Continue reading “Ambiguous content is a bad idea”

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Don’t waste your content; leverage it to help your sales team

By Anthony O’Brien | Published in Professional Planner, March 13, 2017

Last week, I wrote about the value of measuring content marketing and how challenging it can be to track its effectiveness as a sales tool.

That said, it still has a role to play and for content to be effective it’s important that you take your sales team on the journey with you. If you fail to engage with your sales team, then it’s highly unlikely they’ll use the content to help them get in the front door with potential leads. Moreover, if your sales aren’t aligned with your marketing, it will cost you money.

Continue reading “Don’t waste your content; leverage it to help your sales team”

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