You’re at an industry conference with three keynote speakers. The first claims to have all the answers, but delivers a thinly-disguised sales pitch. The second is experienced and humorous, but tells you nothing you don’t already know. The final speaker stands up and describes, in detail and with great passion, her as-yet unsuccessful efforts to solve a problem that you’re grappling with too.
Faced with this scenario, which of the three would you think of as operating at the industry’s cutting edge? Which might you identify as ‘the problem solver’? Or as the person you’d turn to first if you needed unbiased product advice or support?
Judging content based solely on whether it’s slick and well presented (or just entertaining even), is like choosing a restaurant based on the colour of its menu. To be effective, content must be all of these things, but also relevant, timely, honest, and delivered via your audience’s preferred medium. To find out how we set about achieving this call 01223 656700.