by Tim O’Brien
Savvy marketers know good content is the single most difficult thing to develop in-house.
Small wonder. Effective content requires an uncommon combination of skill, expertise and dedication.
It takes professional writers, not product engineers from the third floor. Skilled wordsmiths capable of creating credible content customers crave.
Next, you need people who know your business. Proven, productive performers. In today’s fast-paced, digital market you can’t afford to train someone about your business—much less pay for that training!
Finally, it demands dedication. Seek a true business partner, committed to your success—lifelong students who share a passion for your business, not your wallet.
Good content informs, educates, instructs, excites, aids, guides, motivates, directs—and forms the essential foundation that supports your entire communications program.
So don’t annoy the pig or waste your precious resources.
When you find the right content provider, hang on tight. Nothing is more critical to the success of today’s voracious, multi platform communications programs than solid content.
