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By Diarmuid O'Connell

‘Write an essay on the inside of a ping pong ball’. Where I went to school (many, many years ago), there was a period when that was the punishment for various feats of indiscipline. I suppose it was better than getting a ‘hiding’ (ask an Irish friend to explain the term) but its status as a punishment was down to two things. Firstly there was nothing to write about and secondly it was utterly pointless and would achieve nothing – except maybe develop skills for a career as a copywriter (!). When the issue of content marketing arose with a client recently, this thought crept into my head. Why do some companies force content marketing where it simply doesn’t fit?