Content is a much ballyhooed term in MarCom circles today. Sadly, there are as many definitions of what content is, or is not, as there are people trying to pick up the content ball and run with it. In short, it’s a mad scramble to the top of Content Mountain.
To help clarify matters, and to show marketers the way forward, I put together this presentation which outlines the big opportunities in content marketing. Please take a look and send over any thoughts or questions you may have.
To my mind, content is much more than media in support of brand initiatives. Content is what a brand is and what a brand does. Also, content fuels brand experiences and helps create the right conditions for customer interest and loyalty.