Heard above the noise: Back to the basics for content marketing
from By Randall Craig
Are you one of the marketers who has recently jumped on the content marketing bandwagon? The theory is that if you put more content out there, prospects will find it, self-identify and then beat a path to your doorstep. With so many benefits, an organization would have to be foolish not to invest in content, and invest in it significantly. Unfortunately, many of these benefits are never delivered — and the reason is clear: Content in and of itself has zero value.
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