A company’s content is how that company exists online.
Of course, it’s not the only way it exists: there are customer reviews, partnerships, word of mouth on social media, and many other corners of the internet that enable people to find you even if you’re not the one posting there.
But your content—your website, blog, emails, social media—is how you get to control and monitor that presence.
Content is the vehicle for your key messages. Yes, content marketing generates three times as many leads as channels like paid search (and costs less), but that’s not where its power ends.
As Content Marketing Institute stated, the content marketer of the future is the leader of their company’s communication strategy. They aren’t just focused on SEO, or sales enablement, or churning out content on demand.
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