How can I go about teaching enterprise, and their B2B marketers, how to produce better content? This is a real marketing emergency, if there is such a thing.

Have you looked at the number of white papers out there lately? And how they all suck? At the collateral? At the websites? At the press releases and the fatuous corporate blogs? At the 178 social media sites per company–few of which offer much relevance or are of interest to customers, shareholders, suppliers, or even employees. Enterprise writing does not “go viral.”

There are better things to do with time and money than produce content no one will read or see. “Content marketing” is king, but not if you create the wrong content, or bad content.

via Marketing Emergency: Nobody’s Making Content Worth Reading | Fast Company.