One of the key messages of Content Rules is that creating content as a cornerstone of your marketing offers your organization an enormous and unprecedented opportunity. Among them:

• To engage directly with customers (or would-be customers)

• To communicate with personality, empathy and real emotion

• To create value

• And also: To have a little fun

It’s tempting to dismiss that last point, maybe. Who cares if your content is fun? Does fun make the cash register ring? And, anyway, what if you’re a B2B company selling dead-serious stuff? Won’t it undermine your credibility, marginalize your message, and disrespect your products if you don’t approach your marketing with solemn gravity? (more…)