OK … so while the headline tries its darndest to secure the required Google Juice to get read, I’m sure it strikes hollow to many of you. I’ve read or seen promises just like this one each week for the last handful of years from a mix of well-intentioned compatriots and blatant opportunists. But before I divert on a rant, know this. I’m asking content creators and content curators to commit themselves to a mission of sorts as we move into 2013.
A Content Call to Action in 2013
Redefine “Good B2B Content” for 2013 and beyond as an altruistic endeavor geared to help rather than blatantly pimp products or services. There continues to be a tremendous amount of thrash among colleagues, content pros, clients and readers on just what constitutes “good content.” My personal struggles with this center on the fact that delivering information that people need when they need it is largely a subjective endeavor based on reader preferences and objectives, company goals, personal or professional biases, desired reader actions, deliverability concerns and where it fits in a buy cycle continuum akin to Inform > Encourage > Influence > Validate > Deliver.