Though content marketing is not a new concept, it’s now more important than ever for any company looking to build relationships and drive deeper engagement with customers. Even as content creation tools and social media have simplified the process, they’ve also changed the business landscape. Companies now need to embrace their new role as publishers and act accordingly.
Act like a publisher
If you are putting content online to tell your brand’s story—whether via your email newsletter, Facebook account, Twitter handle, or blog—you are a publisher. Rather than ignoring this reality, you should acknowledge the critical importance of your content marketing program and put a plan in place to manage and measure its effectiveness.