Valuable Content: A Discussion with Ann Handley, Chief Content Officer at MarketingProfs In a recent interview, we had the opportunity to chat with Ann Handley, the Chief Content Officer at MarketingProfs, about the significance of creating impactful content. Ann shared her insights on the importance of producing content that resonates with audiences and drives engagement. During our conversation, Ann emphasized the need for content that adds value and meaning to the reader’s experience. She highlighted the significance of crafting content that is not only informative but also compelling and relevant to the target audience. According to Ann, creating content that matters involves understanding the needs and interests of your audience. By focusing on delivering content that addresses their pain points and provides solutions, businesses can establish a deeper connection with their customers and drive meaningful interactions. In today’s digital landscape, where competition for attention is fierce, Ann stressed the importance of producing high-quality content that stands out. She emphasized the role of storytelling in capturing audience attention and creating a lasting impact. Furthermore, Ann highlighted the value of consistency in content creation. By developing a content strategy that is consistent and aligned with the brand’s voice and values, businesses can build credibility and trust with their audience over time. In conclusion, Ann Handley’s insights underscore the importance of creating content that is not only relevant and informative but also engaging and valuable to the audience. By focusing on producing content that matters, businesses can enhance their brand presence, drive customer engagement, and ultimately achieve their marketing goals.

In a world where brands are constantly vying for attention and relevance, the concept of creating content that truly matters has become a pivotal focus. The recent global pandemic has forced many brands to reevaluate their messaging and approach, leading to a surge in public displays of solidarity and empathy. However, amidst the sea of generic sentiments and empty platitudes, there are a few standout brands that have managed to authentically connect with their audience.

One such brand is Nike, a trailblazer in corporate citizenship, which has consistently championed social causes and stood up against racial injustice. Their recent campaign urging people to pause and reflect on their actions resonated deeply with audiences worldwide. Similarly, Ben & Jerry’s, known for its progressive values and history of social activism, boldly called for an end to white supremacy, aligning their message with their core beliefs.

These examples highlight the importance of staying true to one’s values and convictions, even in times of crisis. Brands that have built a foundation of authenticity and sincerity over time have the credibility to speak out on important issues and drive meaningful change. By creating content that goes beyond surface-level engagement and actively contributes to societal progress, brands can elevate their impact and resonate with consumers on a deeper level.

Ann Handley, Chief Content Officer of MarketingProfs and a renowned authority in content marketing, emphasizes the power of using branded content to empathize, inform, and inspire. With a background in journalism and a wealth of experience in the industry, Ann advocates for a strategic approach to content creation that goes beyond mere promotion. Her best-selling books, “Everybody Writes” and “Content Rules,” serve as essential guides for content marketing professionals looking to make a meaningful impact in a crowded digital landscape.

During a recent interview at Uberflip’s content marketing event in Toronto, Ann discussed the evolving landscape of content marketing and the need for greater discipline and innovation in the industry. While acknowledging the progress made by some brands in pushing boundaries and driving industry growth, she also highlighted the existing gap between content marketing leaders and those still finding their footing. Despite the widespread recognition of the benefits of content marketing, many companies struggle to navigate the complexities of creating impactful and engaging content that resonates with their audience.

As brands continue to navigate the ever-changing digital landscape and consumer expectations, the importance of creating content that truly matters cannot be overstated. By aligning their messaging with their values, engaging authentically with their audience, and driving positive change through their content, brands can establish themselves as genuine voices in a sea of noise. In a world hungry for authenticity and meaningful connections, content that matters has the power to not only captivate audiences but also drive lasting impact and change.