Whether you are product marketer or content strategist, creating content that engages your customer (or even your own sales representatives) is your #1 job. Think about all the time and resources you spend on creating text content — whether it is white papers, blogs, articles, or case studies. In my case, I even wrote a book — more on that later!
About 10 years ago, articles and blogs were all the rage. The white papers I wrote got tremendous click throughs, generated lots of leads, and earned my company lots of new business. Over the years, there has been a steady decline of all engagement metrics of text content.