“Crap” Content Continues To Describe B2B Marketing — Don’t Let It Describe Yours
In 2013, Doug Kessler and the crew at Velocity Partners published “Crap: the single biggest threat to B2B content marketing” — a work of thought leadership genius that I still tell marketers to read today. In just 50 PowerPoint slides, Velocity Partners explains why the current deluge of marketing “content” won’t serve buyers and what you need to do to survive it. This SlideShare story has been viewed more than 5.5 million times to date and remains as relevant as ever.
You would hope that marketers would learn from Doug’s advice and change their ways . . . well, your hopes would be in vain. Consider this finding from a Forrester survey on what technology buyers think about the materials they get from their technology suppliers: