Time Magazine’s Best-Selling 36-Page Cover Article on Healthcare’s ‘Dirty Secrets’ Answers with a Resounding Yes
There is an accepted wisdom these days in publishing, brand journalism and content marketing that readers – or prospects or customers – no longer want to read longer articles or white papers. The thinking goes that, with the avalanche of content and tweets and links and webinars and infographics, people don’t have time to focus for a more than a few minutes on any piece of content.
However, I remember an old marketing adage from years ago that I still think holds true today: you need to attract people with shorter content, but when somebody is really interested in a topic and is ready to learn, you better have the complete story. Continue reading