Content is not new for most organisations anymore. It isn’t the shiny new tool that it once was. There are plenty of companies who jumped to it, producing content with eager and genuine enthusiasm but after a year they asked the question ‘has this worked’ and whatever the benchmark was for ‘worked’, they hadn’t met it. Content with all its promise had failed.

In a recent webinar by the Content Marketing Institute on Top Content Trends for 2016, they describe a new challenge for content marketers called ‘The Big Push Back’. This phrase refers to the above scenario where companies have tried and failed. Apparently we will hear more and more stories like this but frankly, I feel that I have already heard my fair share and it is certainly true that once burned, twice shy.Continue Reading..