|Jibberish and Nonsequitors|
|Saturday, 05 March 2011 08:49|
The headline read, "SPECIAL REPORT: eMail Marketers Focus on Relevance to Attract Readers. According to BtoB study based on a 21-question survey, more than 1/2 of the survey respondents reported their biggest challenge was to deliver relevant content."
This catch phrase – relevant content – begs the question: who aspires to write irrelevant content?
I say that recommending relevant content to email marketers as a means to an end is like suggesting that a newspaper reporter write news that people want to read.
A good friend recently reminded me that we are all replaceable. I can not disagree more strongly.
What, pray tell, does this have to do with relevant content. Please, read on.
As individuals, we have talents and skills. Logically, you may take on my work, but you may not successfully accomplish a single task. Another with experience in my field may find the work difficult or without challenge, depending upon their level of expertise. Finally, someone who has learned to complete a specific aspect of my daily work responsibilities, may not be able to take on unexpected challenges.
I propose that when I decline or am asked to step down from a contracted assignment, anyone may replace me, but everyone can not ultimately succeed. So, now I attempt to bring this all back to the topic at hand. Relevant content.
Without dispute, promotional content is relevant and no one in presence of mind would hire an advertising team to deliver an irrelevant campaign. Just as BtoB headlines an article that reports the obvious and fails to deliver anything new, businesses are churning out email campaigns with zero value to their subscribers.
It is not that marketers need focus on relevant content. There is no epiphany here. The news is that businesses are challenged indeed to find talented individuals to provide the very service.
Survey says: everyone can state the obvious.
A successful marketing team includes promotional copy writers, creative designers and a project manager that brings it all together. Any one with all these characteristics is nothing short of deity!
Further, attending a webinar or reading books does not defacto produce an expert. On the contrary and without exception, true success is a result of hard work and individual achievement.
SPECIAL REPORT: Businesses Focus on Hiring Skilled Workforce. According to the FlyingDragon's Email & Coffee, a great challenge for small and large businesses today is contracting leaders, performers and rising stars.
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