Marketing Craftmanship

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Client Newsletters for B2B Firms Is Content that’s Dead on Arrival

Marketing Craftmanship

Some firms avoid this pain by slapping their logo on boilerplate content purchased from a 3rd party, but those firms can pay a bigger price, in terms of brand damage. If it consists of cut & paste content, few firms consider the inherent opportunity loss in producing a newsletter that very few people will read or respect.

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Why Marketing Content Will Continue to Suck in the Age of Artificial Intelligence (A.I.)

Marketing Craftmanship

And based on the way content has been created and applied by most firms over the past decade, the availability of Artificial Intelligence will not make people more effective content marketers. Here’s why: Most firms still don’t understand that marketing content is NOT about sales.

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Are Pitch Letters The Cinderella Of Content Marketing?

Marketing Craftmanship

Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth. Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc.,

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Your Marketing Content: Is it Fake News?

Marketing Craftmanship

Research integrity was an issue long before the internet became the platform for content marketing. For well understood reasons, the “legitimate press” now has neither the manpower nor the time to dig deeply for validation of market research that supports content generated by organizations. It also involves avoiding shortcuts.

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Research Integrity: The Achilles Heel of Content Marketing

Marketing Craftmanship

Research integrity was an issue long before the internet became the platform for content marketing. For well understood reasons, the “legitimate press” now has neither the manpower nor the time to dig deeply for validation of market research that supports content generated by organizations. Believe nothing at face value.

Research 100
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Is Your Web Content a Marketing Liability?

Marketing Craftmanship

What often happens – soon after LAUNCH COMPANY WEBSITE is crossed off the corporate to-do list – is that companies don’t apply the same standards of excellence or levels of scrutiny to the content generated post-launch that were applied during development of the website’s original core content.

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Death by Content: How Press Release Abuse Killed Public Relations

Marketing Craftmanship

Self-serving Press Release Content Has Killed PR. Thanks to the PR profession, news releases (aptly re-named press releases) became platforms to deliver content with little or no news value, and largely of no practical value or interest to the press. The internet delivered news faster, and this was a good thing.