By Bernie Thiel and Susan Buddenbaum
"They don't make them like they used to."
How often have we said that when lamenting the current state of a product's or service's quality? Whether we're talking about a car, washing machine, newspaper delivery or the service provided by a retailer, there's an innate sense that quality has eroded with each passing year. Unfortunately, the same could be observed about the marketing content many consulting firms produce.
As social media increasingly redefines what passes for communication and information today, firms are beginning to question whether they should continue to invest in developing high-quality content. Their thinking goes, if we're just tweeting or posting to our Facebook and LinkedIn pages, why do we need substantive white papers or research studies?
Besides, they say, most people don't read things anyway, so longer thought leadership pieces are just a waste of time and money. Some firms have gone beyond the questioning and actually de-emphasized content development in favor of shorter, more superficial communiqu
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