How To Stop Failing At Content Marketing by Greg Satell - LeadCloud News
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18 September 2014

How To Stop Failing At Content Marketing by Greg Satell

When asked about what makes a great ad, advertising legend Leo Burnett advised, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”  He wanted his work to cut through, because as he also said, “If you don’t get noticed, you don’t have anything.”

And no one was better at getting noticed than Leo Burnett.  He created legendary marketing icons such as Tony The Tiger, the Jolly Green Giant and the Marlboro Man that transformed mediocre brands into dominant market leaders.

Now that digital technology has revolutionized how we distribute information, marketers are trying to apply many of the same principles to content.  Unfortunately, it simply doesn’t work that way.  The truth is that, in a content driven world marketers need to start thinking less like advertisers and more like publishers.  Here’s what needs to be done.

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