allocate sufficient resources to develop quality content The notion that ‘content is king’ is far from sound. In reality it is QUALITY content that is king. Poor quality or poorly targeted content can create a whole lot of work without much return. That said, the use of content as a marketing tool is becoming increasingly […]

allocate sufficient resources to develop quality content The notion that ‘content is king’ is far from sound. In reality it is QUALITY content that is king. Poor quality or poorly targeted content can create a whole lot of work without much return. That said, the use of content as a marketing tool is becoming increasingly common. A study by the Content Marketing Institute found that 49% of Australian businesses are now publishing daily. There are very good reasons for this. Content marketing works. What is more, all indications are that the commitment to content marketing will grow in the months and years ahead. Effective marketing is increasingly about giving. Quality content is a gift to the reader that also informs the reader about the business and builds on the perception of the authors in the mind of the reader. Conversely, poor quality content can damage the perception of the author…