Content with content?

Hasn’t it always been about content? Forgive me for missing or stating the obvious, but haven’t marketers always been challenged to put the ‘thing’ in front of their audience? The thing that informs, persuades, niggles and nurtures them into noticing, believing, having an interest in, ultimately following you? Whatever format that takes, static, digital, animated, physical, short or long format (I won’t go on, you get it), content has always been there. Whether that piece of content should be there is a different question. If it serves a purpose, informs, persuades etc then maybe so. If it’s just a waste of someone’s time – yours in its development and creation, the reader’s in getting that far – is a different matter. If the piece counts, makes a difference then go for it. If you look at it and think ‘ so what?’, respin. Oh, and don’t let the medium cloud the message. Just because it moves, doesn’t mean it’s good.

About Ann James

Expert B2B marketing generalist. Digital advantage meets offline. Obsessor of results. Curious, doer, collaborator, deliverer. Questionner. So What? B2B marketer offering a unique combination of creativity, strategic planning and 'can do' attitude. Over 20 years' experience in marketing SaaS & tech for EMEA start-ups, scale-ups and corporate organisations. Extensive skills in creating successful messaging and campaigns to ensure lead and business generation in competitive and emerging technology markets. Highly organised with particular attention to detail, an excellent communicator and pragmatic marketer, delivering programmes that get results. The 'So what marketing' blog is the expression of all I have learned - am still learning - about B2B marketing - I hope it's of some use to you. Contact me for consultancy, contract or permanent assistance to boost your sales pipeline. https://www.linkedin.com/in/ann-james-627973/

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