Online Marketing Blog

Building the case for content marketing is an ongoing battle and while a huge number of companies are not on board with “brand as publisher” yet, many are. They “get it” but are in search of more practical advice on the how.

That’s what Michael Brenner, Senior Director, Global Integrated Marketing and Content Strategy at SAP and co-founder of Business to Community provided at the MarketingProfs B2B Forum last week in his session: Content Marketing: Moving From the “Why” to the “How”.

The world is changing faster than we can keep up with. Just a few years ago, no one used terms like “social media”. Today, it’s unusual not to. We went from not sharing much of anything to sharing a lot. Our kids are going to grow up with virtually everything digitally documented.

Content Marketing is a near and dear online marketing tactic and there’s been an explosion of attention and advice over the past year. SEOs and PR professionals are “seeing the light” if you will, of the value in creating and curating content that delivers value as part of their online marketing and public relations strategies. In an online marketing model with a defined strategy, goals and understanding of the target audience, what mix of tactics makes the most sense?

Many marketers limit themselves to a handful of content types and formats leaving substantial business to the competition. To be competitive, it’s essential to be open to a mix of content marketing tactics in order to provide relevant information discovery, consumption and sharing experiences for customers. This matters at the top of the funnel as much as it does after the transaction and into engagement and evangelism.