Content marketing is so pervasive these days that we really shouldn’t still be writing about it. But something has gone badly wrong, particularly in the world of B2B marketing.
So resist for a moment the temptation to waste money by leaping blindly onto the content band- wagon. At least until you’ve taken a different look at it.
Here are the basics. Marketers shouldn’t be interrupting people with undesired messages (that’s push marketing) but interesting them with useful content instead (that’s pull marketing).
Simple so far. And all of this came about, of course, for two reasons: ...continued