With entertaining, educating content and a solid plan to promote it, your prospects will choose to consume your content and will be well on their way to developing a lasting affinity with your company.
Like the athletes playing in the Super Bowl, advertisers who invest enormous amounts of money and time into creating an ad for the game are under intense pressure to perform.
“true cultural change at your company hasn’t occurred until all your employees, whether top leaders or field workers, are using your values to inform their daily behavior—with customers and with each other.”
You may think by cutting comers and pushing out sub-par content you’re maintaining the conversation. You’re actually killing the conversation.
Week after week, the advertising trades chronicle the tawdry business of client/agency breakups. Like car accidents that nobody wants to see yet everyone gawks at, readers cringe at the carnage, knowing that next time the names in those headlines could be theirs.
You can search high and low without finding a single CEO who is against the idea of measuring marketing ROI. There’s simply no way to argue with the practice of quantifying the bang you’re getting for your company’s buck. Most CEOs are properly focused on demanding more and better metrics from their marketing teams.
Convergence is leading to new forms of competition, which is as entertaining to watch as it is instructive. And it's all good for consumers.