Build brand equity with audience-first content. A marketer from Capital One asked this question, one of the Top 100 Questions on content marketing. Let’s start by unpacking what is brand equity, a brand’s perceived value. It reflects: Customers’ experiences with your brand The meaning or purpose your brand brings to life for customers. How differentiated …
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A marketer from Blackrock asked: “How can teams with limited resources be best structured to impactfully address content needs?” Limited resources: a blessing or a curse? It depends on how you look at it. I see limited resources as a blessing since they force you to focus on David vs. Goliath content marketing. If you …
Get the whole team aboard To demonstrate the impact of content marketing, start by getting your executives and internal clients aboard the content marketing bandwagon. Take these steps: Convene decision-makers in a workshop Recruit marketing, sales, product managers, R&D, and executives to participate in a big-tent, hands-on workshop on content marketing. To get everyone on …
