David Ogilvy, founder of Ogilvy Mather and considered by many the “father of advertising,” once said, “I expect the direct response people to become an integral part of all agencies.” It turns out his prediction was accurate. Today, the vast majority of ad agencies and in-house marketing organizations both big and small support demand-gen programs. […]
If you spend an entire first date talking about yourself, you likely won’t have a second date. The content marketing world is no different. You won’t continue to court a potential customer if your company talks endlessly about its products and services right out of the gate. To develop strong customer relationships, companies need to find out who their customers are, demonstrate an understanding of their pain points, and share appealing content at the right time.