Rob Litterst says, “Every publisher wants to stand out from the crowd, but the days of one-size-fits-all content creation are over. The reason why? Content marketing is a double-edged sword. As companies realize that it works, they want to invest in it more—which means that there’s more information being published on the Internet than ever before.

Some media companies are responding and trying to outsmart the crowd by producing more content, generating more listicles, and writing more ‘quick wins’ and listicles. But keep in mind: many consumers view these actions as noise. The tech savvy ones, especially, will see more and just get annoyed. Their screening criteria is also becoming stricter: according to one stat, human beings have an attention spans worse than goldfish, according to Microsoft (seriously: check it out—it’s a cool study).

That’s why smart content is so important. It’s also a powerful value proposition for advertisers who are looking to reach the right audiences with the right messaging at the right time”.

How to Use Smart Content to Take Advertisements to the Next Level

HubSpot