Effective Content Marketing [SKIL] Who cares? How can you tell?

Tourists do not come to New York, London or Paris for the animals, they come to shop and see shows

When you get down to bottom line results, all the writing, editing, drawing, promoting and selling comes down to: who cares? What is all the effort yielding? Are you making sales? Are you informing or influencing people? Are people commenting, contributing, correcting or even criticizing? For the most part, most of the writing and graphics designed for the internet is not effective. In the marketing world, this is bad news. A big part of ineffective marketing is in the quality and relevance. Quality is not an easy problem to solve. For the most part, high quality marketing content is created by efforts from product developers, marketers, feedback from the market (real potential customers) and channels (reps, resellers, field sales). The internet gives us the benefit of reaching customers directly, this is what we can do where print and broadcast simply can not. We have the ability to evoke feedback quickly and directly. The difficulty does not lie simply in the writing and editing. It is a bigger problem of coordinating messages, testing relevancy and clarity, improving the content and eventually tracking it back to the customer's response. Closing the communication loop is what we need to do. If nobody cares and they don't understand, it's like talking to the wall.