Gurus like David Meerman Scott say that giving consumers lots of useful content is the key to marketing success — at least in the 21st century.
But something Tim Sanders says in his book “The Likeability Factor” (Crown Publishers, 2005) seems to contradict that belief.
?There?s too much information in today?s world, and our defense mechanism to sort through it all is to vote with our gut, to vote what we feel. We look for shortcuts, and those shortcuts are called brands. The reason you buy Tide detergent at the grocery store is that you don?t want to read fifty labels. You trust Tide because you already know it works.?
We’ve heard this comment before, of course.
It basically boils down to: the consumer is time pressured, overloaded with information, and too busy to read — which seems on the surface to be an accurate description of the harried pace of modern life.
But if it’s true, then how can content-based marketing work?
If people are too busy to read, then won’t they throw your white paper in the trash … or click away from your content-rich site long before they can dig into all the great information you posted there?
Who is right? Sanders, who says we don’t want more content to make decisions? Or Scott, who says we do?