Talk Brand Journalism to Me
According to the Content Marketing Institute, 96% of the most successful B2B content marketers state that readers regard companies as a trusted resource before making decisions. Well, that’s a heavy number if you ask me.
So let’s get straight to the point. There are tons of brands out there which produce content and tons of readers who need to make their way around an ocean of information.
Building a bridge between these two takes time. And trust. Oftentimes, the problem is that the content produced is not even qualitative.
In Intercom’s article “Doubling down on content”, John Collins, Director of Content, writes beautifully that “the current vogue for content marketing tends to be a game of diminishing returns which puts companies under pressure to publish something, anything, according to an artificial schedule.”
This resonates deeply. Publishing anything just for the sake of it is passé.
But as marketers, what can we do to break this pattern?
In a fast-paced, overloaded content landscape, we should start off by knowing that there are still several sustainable ways to drive a (personal) brand forward.
If you’re a company in the early stages of growth, creating the right content strategy can set the foundation for success for years to come…
