Simply asking what content marketing is effective isn’t sufficient. You must ask it twice – what content is effective for prospects and what content is effective for customers? A lot of marketers are so focused on making the sale that they forget about retaining their customers (which is a key difference between inbound marketing and content marketing). You simply can’t have the same plan and expect to satisfy both prospects and customers.
Participating in this discussion on the Content Marketing Institute’s 2016 B2C content marketing research, Andrew Davis, author of Town Inc. & Brandscaping; Julie Fleischer, senior director, data + content, Kraft Foods Group; Carla Johnson, David Rodgers, senior digital marketing manager, ShurTech Brands; and Buddy Scalera, senior director, content strategy, The Medicines Company. They were joined by Allen Gannett, CEO, TrackMaven who moderated the panel.
Interested in CMI’s B2C research?: http://contentmarketinginstitute.com/2015/10/b2c-content-marketing-research/
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