Trust is the new currency in marketing
Recently read a post over at Hubspot (that I can't find right now) about how companies are lowering their investment in communication tactics because they are disappointed at the results. The author blamed the decline not on the efficacy of the tactics, but on how poorly they are implemented by the companies. I can't say I disagree with him entirely. Most of the marketing communications plans I see are more checklists than plans (press release, check; trade show booth, check...) While there is tremendous investment made in the marketing infrastructure, I see almost no investment in content and content is the gas that makes the marketing machine go. Few companies I talk to believe they have great content, and when we review what they have we tend to agree. It’s the same press releases, the same marketing brochures, the same white papers, and the same contributed articles that everyone else produces... and they read almost identically to every other co...