The Content Marketing Conflict: Engagement Vs Usefulness

“In the discussion over content marketing, uppermost in many marketers’ minds is producing materials that really resonate, that engage, with prospects and customers. That’s completely understandable. Content that doesn’t have stopping power is worthless.

But what is “engaging” content anyway? Material that is spicy, well-developed, maybe even fun? Producing content qualities like that may make marketers feel they’ve delivered the goods, but does it really help prospects arrive at better decisions? Does it speak to them when they’re just beginning their research, or later when comparing competitor features, or finally when coming to a buying decision together with their colleagues?” More from this article by Adryanna Sutherland>>>