"The experts have apparently decided that content marketing is back for 2011," writes Mark Brownlow at Email Marketing Reports. "The new (old) mantra is 'quality content.' And everyone should be producing it: publishers, retailers, service companies."
If you're wondering what quality content is—and how it might differ from what you've been doing all along—Brownlow offers this workable definition:
Quality content is "any element in the message that provides standout value to the recipient (aside from the inherent 'value' of any offer)." It should be useful and/or entertaining and/or capable of emotional impact, he adds.
Good news: Consistently finding material for quality content need not be an onerous task. Brownlow outlines basic rules for discovering hidden gems. Among those rules:
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