Why Read This
To counter increasing media fragmentation and consumer disenchantment with advertising, marketers have begun to exploit the power of digital and social media by building large followings around engaging content. That is the power of a content brand. Content brands are built by becoming reliable sources of valuable content that consumers proactively seek out, engage with and, ultimately, advocate for. Unfortunately, marketers often lack the resources, talent, commitment, and patience to invest in and see results from their content marketing initiatives. Read this report of the content marketing playbook to understand how marketers should structure their content marketing efforts to successfully build a content brand and how they should address customer needs throughout the customer life cycle.