Content is all the rage in digital marketing, and it has been ever since brands realised their first websites gave them the power and means of production to publish their own messages and information without depending on the press or advertising to distribute it. Looking at content as a marketing communications tactic, without a unifying strategy to build and deliver it as demand for it grows, is a recipe for missed opportunities, mixed messages, high costs and big risks to the brand. How a marketer plans to design and deliver content will ultimately determine how it is distributed and measured for success and further optimisation based on reader feedback and behaviour. In this ebook we explore how to lay the foundations for a sensible content marketing strategy, based on technologies and structures that have succeeded.
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