Content is the engine that drives your marketing activity.
In fact, marketing is impossible without content. Creating compelling, relevant content that is of value to your customers has always been the core competency for marketing.
But the social era demands a new and different perspective for the content you create. And it starts not with what you sell, but with what your customers care about, then using that content for real customer engagement that moves naturally over time into a commercial conversation.
Content encompasses the stories you tell in the marketplace: about who you are and your organisational purpose; about your products and services; and about the ideas through which you shape and impact your markets.
And it’s this content that has the power to differentiate you from your competitors.