Content is all around us every day. Some of that content is interesting and engaging. Other content pieces just fly by us, doomed to be ignored. As a simple test of this point, ask yourself, which type of content are you more likely to click on:
An alert in your RSS feed that Brand Z has just published a new report on the effectiveness of its widgets in solving problems you may or may not have.
A comment and a link in your LinkedIn or Facebook feed from someone with whom you interact regularly about an interesting new approach by Brand X to solving a problem you may or may not have.
I am going to guess that only Brand Z’s marketing director would be likely to choose Article A. Continue Reading