Michael Brenner of SAP reports that he will be writing the foreword for the new book by Joe Pulizzi of the Content Marketing Institute. It’s been a while since Joe has published his last book, and the new book promises to be full of examples of content marketing at work.
In particular, Joe and Michael talk about how content marketing and more specifically publishing help customers by cutting through the noise:
Joe states that “Publishing is the new marketing.” As it is the only way to “cut through the noise, commotion and bad information that is right now cluttering up your customer’s digital space.”
The world is now swimming in content and information. While we, as content consumers, are having fun creating and consuming all of this content that moves around the world in milliseconds, marketers and businesses are struggling. We are struggling in a growing battle for customer attention.
But simply publishing won’t get the job done. In fact, one could argue that publishing will just make it worse for consumers by adding to the clutter by just adding more noise and information.
That’s where curation comes into play. By not simply creating, but also curating content, marketers can truly help buyers by sorting out the good for the bad and giving them a full perspective as they work their way through the buying process. At the end of the day, the last thing any consumer wants is even more content to wade through. Let’s hope that the upcoming book covers this as well.
Read original article at B2B Marketing Insider…