These guys are talking my language. I believe content marketing is what really works these days and without it it is very hard to differentiate yourself. A quick outline of the book:
- Defining the organizational goals.
- Determine the informational needs of the buyer.
- Determine what you want the customer to do and why this helps the business.
- Determine the product and content mix.
A few examples of the product and content mix were:
- Print newsletter
- White papers series
- Website and blog
- Social Media component
- Article marketing
- News releases
This sounds a little hazy but the book explains “How to put some real teeth in it to this strategy.” If you are not marketing through your created content, this is a great place to start.