In almost every presentation I work up, there is one line that invariably finds its way onto a slide:
"Adding value through the timely publishing of useful content is the best way to generate goodwill in the communities you operate in."
A blogger who I really respect a lot, Jay Baer, has just published a book called Youtility and the tag line for it is:
"Why smart marketing is about help not hype."
The extended blurb for the book goes on to explain the importance of being useful in the age of information overload.
This perfectly articulated observation from Jay really struck a chord with me and re-ignited my feeling that this sentiment is being largely ignored.
There are a number of reasons for this, and I wanted to share the reasons why this mentality isn't being more widely adopted.
But before I get into that, it is important to outline what encompasses this 'help over hype' approach.