• by David Goetzl  @dgoetzl, May 4, 2011

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.