By Brian Clark
Let’s face facts. Most online content is lousy.
It’s too focused on the content creator. It doesn’t make the lives of readers, listeners, and viewers better. An overcrowded content marketplace filled with diverse online text, audio, and video leaves little room for tolerance of the same old marketing spiel.
Bored surfers simply hit the back button and go elsewhere to find interesting content.
To succeed, you need to provide value that rises above the noise.
How do you do that? To make your content marketing engaging, you have to temporarily quit thinking (and writing) like a marketer.
Instead, think like a journalist … specifically, like a trade journalist.
An embedded journalism approach gets you to change gears, to switch... More...
