Why content marketing would never work on The Apprentice

by Sharon Tanton on October 16, 2014

The Apprentice is back. Brimming with bad behaviour, ridiculous posturing, and unbelievably awful one-liners, (fave so far ‘There are no ‘i’s in team, but there are five in individual brilliance”) it’s as compelling as ever. Even though it has us shouting at the screen ‘Bring some nice makeup? Wear high heels? Did feminism never happen?’ we’ll be watching all the way.

But the series comes as we’re deep into writing the second edition of the Valuable Content Marketing book, and we’re thinking hard about who the book is for, and what kinds of businesses will really be able to make content marketing fly.  So one thing that’s resounding as loudly for us as Stephen’s passive aggressive huffing, or Lord Sugar’s clunky jokes, is that content marketing definitely isn’t an approach that would work on The Apprentice. Here’s why.  [click to continue…]


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