Consumers are infobesity-riddled and time poor, so they struggle to consume marketing content. Human beings are also the laziest species on the planet – we always seek the path of least resistance. So marketers have to make it as easy as possible for people to buy – which is why giving punters incentives, offers, propositions and reasons to “buy now” are key to getting sales. Content for content’s sake will fail both your customers and your brand.