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When we talk about what fuels content marketing today, the typical buzzwords always crop up: engagement, brand awareness, audience building and retention. We talk about the content we create—social, blogs, white papers, videos, etc. We talk about budget, and how we wish we had more of it. But we typically don’t talk about our most important audience: our employees.
Standing adjacent to Tower Bridge and overlooking the River Thames, I reflected on the past five days: a 100-hour whirlwind of meetings, missed Tube stops, presentations, espresso shots, pints, and meat pies. I’d just finished my last meeting with one of the largest multinational professional services firms in the world, and I was fixated on the future of content marketing. It all began as a U.
How will content marketing take its next leap? How will it go from an experimental, but undoubtedly effective, marketing channel to a full-fledged paradigm shift in how brands think about selling themselves? How will the trickle of media dollars currently going to content marketing become a full-on waterfall? While you’ll find a lot of different takes on these questions on the Content Strategi.
I’m an “Ad Guy.” By that, I don’t mean that I fashion myself as the protagonist in some modern Mad Men fantasy. I’ve simply mean that I’ve plied my trade in nearly every corner of the marketing realm. I’ve worked at media companies like Yahoo, Epic, true[X] media and 33Across, and I’ve wrangled with every kind of digital initiative—from big branding, to direct response initiat ...