Content marketing is, and has always been, best served as an integrated infusion into a broader marketing strategy. Content marketing is the opportunity to make everything we do better.
Hi, I’m Cally, from the International Institute of Digital Marketing. Here is How Content Marketing Can Save Your Digital Marketing Strategy
Content strategy: The heart of a marketing strategy
Many marketing organizations seem stuck in a never-ending cycle chasing the needs of internal content/experience silos and enabling them with the technologies to optimize each separate layer of the customer’s journey.
In our work and research over the last decade, it is common to see multiple technology solutions managing data, activating content, and measuring consumption of the exact same content.
In today’s B2B marketing, for example, the lead generation strategy centers on customized content interactions that build trust over a long and complex buying journey. Paid digital media is driven by the need to stand out.
It promotes differentiating thought leadership contentmore and the buy-now call to action less. B2B marketing is becoming hyperfocused on targeting customized content into specific accounts.
When these activities work well, it’s because of a connected, cohesive strategic contentapproach that builds valuefor customers along their journey.
In other words, today’s integrated marketing strategystarts with a great content strategy. If we can get to a foundational and strategic content marketing approach – we may just find the heart of a central and integrated marketing strategy.
For More Information, Visit www.thedigitalmarketinginstitute.org

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