One of the biggest challenges I see today with content marketing is that it is largely a tactical solution to a tactical problem. Many so-called approaches to content marketing are merely just content. Or worse, they are campaigns. An e-book is not content marketing. A landing page with content on it is not content marketing. A YouTube video of your advertising campaign is not content marketing. Content marketing is not going away. But it needs to become institutionalized and understood as a strategic approach to marketing across the enterprise landscape. Consider the facts that content marketing is the top priority for many [...]
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