Helping vs. selling
I wrote a post recently about the dangers of succumbing to pressures from the sales force to make your content marketing, "Sell a little bit more." This is a trend I see among organizations that are new to content marketing or haven't gotten the entire organization on board with the ground rules of a good content marketing program. I've included an additional visualization here to help make the point. 'Helping' is always more powerful than 'selling'.