Matthew T Grant

Kyla Cullinane interviewed me during MarketingProfs’ B2B Forum last month. The topic was “How to Make your Online Content Stand Out.”

Briefly stated, I believe that your content will stand out if it is useful in and of itself (not just as marketing copy for your company). Of course, when you focus on “usefulness” you begin to move away from the notion of content as “words on a page” and begin to think of it in terms of tools, applications, and ideas. That is, as Shakespeare used to say, “the rub.”

If you don’t have two minutes and thirty odd seconds to spend on this video but you want something to think about, consider this: What question is your product or service the answer to?

Now let that question guide you in developing content that is meaningful, pertinent, and, above all, useful to the people who matter most: your customers.

If on the other hand you do have the time to watch, what do you think?