Bad content disappoints your current customers and turns prospects away. Mediocre content ensures no-one ever listens to anything you say. Good content is transformative. It takes a simple feature launch and gets the whole web talking about it. It takes a product seminar and turns it into a sell out lecture series. It takes an employee handbook and turns it into the best recruitment tool ever seen.
As George Herbert says “Good words are worth much, and cost little”. Make them count.
I’m excited to see where content marketing is going. In a perfect world, sites will become better resources for real world information, which will make the web a better place. I’m starting to see glimmers of caring from clients of mine when it comes to what is on their site rather than just how it looks and works. They realize content is part of how it works.