In a world of media fragmentation, social media ubiquity and mobile technology, content has risen to center stage as the focus of many marketing efforts.
To discuss the evolving role of content, gyro Denver, in partnership with Forbes and in conjunction with the Business Marketing Association, recently hosted a CMO roundtable to address the importance of content and its relationship to brand equity.
The panel unanimously agreed that the most important benefit to content marketing is using quality content such as infographics, white papers and case studies to effectively “soft-sell” targets through established thought leadership. Essentially, a brand can (and should) be using content marketing to increase its perceived trustworthiness, thereby elevating brand equity.
Via Russ Merz, Ph.D.