Guest post by Mark Pinnes.
Business content is a turn off for 70% of consumers—that’s according to research by Flagship Consulting in association with The Economist Intelligence Unit. However, this figure is not surprising when, according to the research, 93% of marketers can’t resist trying to connect their content to the product, and 70% even measure their content by the number of calls from prospects.
Of course, these stats don’t diminish the potential of content marketing, which offers a wealth of new opportunities for marketers. But, creating great content that reaches the right audience with the right messages is no simple matter. There are lots of ideas, lots of theories—but also plenty of guesswork going on.
Having conducted the research with The Economist Intelligence Unit, and having had plenty of content marketing practice, here are five top tips to success: [Read more…]