After listening to This Old Marketing Episode 116, Professor Marc Resnick from Bentley University responded shortly before his death with the following commentary:
“Which would energize me (or anyone) more as a creative business professional?
- Creating content that has the primary purpose of driving the sales pipeline and a secondary purpose of improving the life of my user.
- Creating content that has the primary purpose of improving the life of my user and a secondary purpose of driving the sales pipeline.
“Clearly the second one.
“I find this to be a great value proposition for why organizations should use your content marketing approach. Having energized employees is great for productivity. It is touted as the Holy Grail for millennial generation employees. And unlike other management hypes, this one really works.”
I believe most marketers would agree with Marc in theory but not in practice.
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