What can the Grammys teach B2B marketers? That if you’re promising something, you’d better deliver it. There’s a simple lesson that content creators and all marketing-communicators (listen up, PR people) can learn from the way  last week’s Grammy Awards, ostensibly a tribute to Bob Marley, fell short.  And then heard about it.  We understand that engineers don’t report to marketing but the fact is that whatever is pushed and touted in the mediasphere today must be realized in the marketplace.  The penalty for failure is swift and severe as never before.

You take a certain amount of ownership when you create the content that customers and prospects consume. There’s a social contract here. And never underestimate the enforcement power of the digital culture in which those customers/prospects live. In other words, don’t get “Grammy’d”. Or, engineered. Get on the delivery track to fulfill your content’s promises — insisting on real proof points and testimony from satisfied users/beta-testers willing to speak up on your behalf. Even if they’re not in a position to testify, you’ve done diligence just by verifying.

When he’s not ranting on this blog, Stan DeVaughn can be read on The Write Stuff, along with Peter Davé. Write Angle is Silicon Valley’s premiere agency for technology writing and content creation and where the unofficial motto is Trust But Verify. At least when it comes to product claims.


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