It comes from a new report from Forester Research called “Build Your Content Brand By Delivering Customer Value” and that pretty much says it all right there. The report says that marketers, in their rush to keep the the lines of communication open, tend toward random acts of content marketing that just leave consumers wanting more.
The problem is that we’re doing it the way we’ve always done it, even though the methods are less effective than they used to be. Why? Here’s a hint. Times have changed.