My journey into content marketing actually started in 2004 when I left The Nielsen Company after nine years to work for a local firm. They hired me as their first VP of Marketing. My team of one (me) had absolutely zero budget to start.
As a rule, every business discipline has tried and tested processes and techniques others can understand, learn, and even apply for themselves. These give credence to that discipline. Communication is often seen as an exception to the rule — its
“It’s not uncommon for designers to confuse a beautiful looking product with one that works beautifully. A great technique for creating smarter, better products is to approach them using story-centered design.”
This can be the year that you dominate content marketing. 2015 is a year that has some new challenges, but it’s also a year of incredible opportunity. If you know these challenges, then you’ll be able to successfully overcome them.
The companies that killed it with content this year were smaller, fast-growing businesses while more Fortune 500 brands failed big in 2014. It begs the question: Why do big brands suck at content marketing?
If you want your content marketing efforts to succeed, you might want to think like a journalist. More and more businesses are embracing the concept known as brand journalism; Verizon and Wells Fargo are among the recent converts.