In the finance sector, we'd say it offers higher risk for higher reward. I would add that it's not a do-we-or-don't-we kind of decision: a lot of the traditional here-is-our-product-now-buy-it messaging simply doesn't work. Companies need to be relevant to their clients in order to be successful.
Erin Nelson at exploreB2B identifies 7 Pros and Cons of content marketing.
Via Ryan Hines