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A slow and steady stream of articles from reputable sources, including Inc., Fortune and Content Marketing Institute, has been encouraging brands and their marketing teams to think and act more like publishers. They extoll those that do. But is publishing the salvation of content marketing? There are certainly many advantages to creating higher-quality content more consisten ...
It’s time for us to develop content from a resource marketing paradigm. Providing something useful, as the dictionary defines resource, is core to fulfilling content marketing objectives. We need to stop thinking about creating more stuff and start thinking about how to build things of utility that meaningfully help solve our audiences’ problems. Content vs.