The main advantage of content is that, when done effectively, people see it as an exchange of value rather than an interruption. It offers the resources and expertise of an enterprise to customers and partners in a way that holds their attention and builds an ongoing relationship.
We desperately need to shift our emphasis from crafting messages to creating experiences. Make no mistake, it is the experience you deliver that will determine whether you are successful or not. The goal isn’t to grab attention and deliver a message, but to hold attention and build a relationship.