B2B

Get Off the Content Hamster Wheel

Headshot of Ruth P. Stevens
By Ruth P. Stevens

Content is king, to be sure. But how did we end up on this crazy content hamster wheel, cranking out B-to-B content for content’s sake? Daily blog posts. Three tweets a day. Monthly whitepapers. Infinite infographics. Videos everywhere. Podcasts, e-books. We’re sacrificing quality for quantity. We’re becoming irrelevant. We’re knee deep in Content Spam. This has got to stop.

Check out these stats from IDG. They brilliantly ran a study of IT buyers in the US and UK that directly connects irrelevant content with sales results.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Headshot of Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

Recommended articles