The notices are compelling when they’re sent by organizations you actually want to hear from. Not so much when the senders have been more interested in building their lists than in understanding whether the people who make up their target audiences actually want to be in touch with them. Either way, this is a moment of truth for email marketing, and one that any honest, diligent marketer should welcome.
That means a content marketing campaign is most effective when it catches fire with friends of your friends’ online friends—people you couldn’t have reached on your own, who might not even be a part of your own extended network.
His argument ran something like, “I’m a writer. My job is to grab my readers by the throat and convince them of the value of my content, using only my words.” To this guy, images were a distraction at best, and an example of pandering to the lowest common denominator at worst. Just because people like bright and shiny things didn’t mean we should cave—in fact, it was our responsibility as content providers to stand firm against the onslaught of the catchy visual!