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For B2C Marketing Professionals

Deliver Valuable Media And Customer Experiences With Valuable Content

Vision: The Content Marketing Playbook

April 8, 2016

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  • By Ryan Skinner
  • with Luca S. Paderni,
  • Kasia Madej,
  • Laura Glazer
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This is the Vision report in The Content Marketing Playbook For 2017.

Why Read This Report

Today's customers have never had richer options when it comes to accessing media and information, from anywhere, on a variety of devices, and from multiple sources. They avoid ads in ever-greater numbers and may browse dozens — if not hundreds — of sites and apps for a single purchase. Marketers' best response to this era of plentiful content is to offer uniquely valuable, authentic, and personal experiences that make customers' lives easier and more joyful. This is the promise of effective content marketing. Unfortunately, marketers routinely substitute this promise with a crude mandate to produce and spew out ever more content. Read this report of the content marketing playbook to understand how marketers should build an appropriate foundation for content marketing, deliver experiences that customers truly value, and support brand-building in an age when customers rule.

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Table of Contents

  • Empowered Customers Challenge Established Communication Tactics
  • Content Marketing Boosts Customer Relationships By Delivering Value
  • Content Marketing Serves Two Masters: Customers Or Media
  • Recommendations

  • Build The Right Foundations For Content Marketing Success
  • Supplemental Material
  • Related Research Documents

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