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Posted by Jean-Marie Bonthous

You’ve finally convinced your boss that content marketing is critical to your marketing strategy. You’ve found an editor that understands your industry. You’ve even purchased a marketing automation system to ensure that your content is seen by everyone in your database at the right time. Victory! Or not?

When we think of content, we often think of a compilation of words, words that tell a story relevant to our buyer and connect to our brand. The problem is that our prospects have less time to read these words, even when they tell a well-crafted story that can be useful in their jobs. Why? We’re in a state of information overflow, and many are looking for a way to dig out. Simultaneously, we have learned to digest information faster – sometimes even at a glance. This quick consumption of data lets us know the big message and allows us to decide whether …

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