Three words lie at the heart of what’s broken in content marketing. Those same words hold the key to fixing marketing: connection, creativity and results.
Today’s content marketers often feel pressured to sacrifice the first two — connection and creativity — to have any hope of demonstrating the third: measurable business results. Pushed by impossible demands to constantly create new content, marketers think they lack time to be creative and still reach business goals. Unfortunately, marketers often feel they must separate creativity from creating, which all too often results in high volumes of content that simply adds to the noise and fails to truly connect with audiences.
