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Why Your Content Will Never Be Good Enough

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Desert RoadQuite simply, the marketing content you create will never be good enough. You will need to produce better content every single day.

Today, someone trumped your content. Just now, they become a more useful source of information to your audience.

How Your Content was Trumped

Content quality is relative. As more companies focus on developing and producing quality content, the overall quality of content will improve and the expectations of content will increase. Your content may have been good when it was created, but now it’s merely average. [Read more…]

Thought Leadership Marketing is an Oxymoron

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Thought leadership is a common marketing topic, but unfortunately thought leadership is not a common outcome of marketing. Part of the problem is that thought leadership marketing has lost all notions of actual thought leadership.

Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.”

The problem is, knowledge of what a product or service can deliver or its differentiation does not establish real thought leadership. [Read more…]