Content Marketing Institute's Joe Pulizzi, the keynote speaker Wednesday, said he'll ask a marketer to lay out all its collateral on a table -- brochures, magazines, email newsletters -- and they
can't believe the tone.
They find: "It's always about us, how can they stand us? How can they want to do business with us, we're sending them all this crap."
Make it more about the
consumer. Use a pull, not push publishing tactic.
A Custom Content Council survey shows 73% of consumers would prefer to get information from a company "in the form of a collection of helpful
articles over an advertisement or offer," and 61% are then more likely to buy.