启动自己的内容营销计划（英文版）.pdf

用户上传 更多免费报告请查看研报客 LAUNCH YOUR OWN CONTENT MARKETING PROGRAM WHY. WHO. HOW 用户上传 更多免费报告请查看研报客 WHY LAUNCH A CONTENT MARKETING PROGRAM? Content marketing, and the creation of content-driven experiences, has proven to be an extraordinarily powerful new way for marketers to create value for business. The idea of a brand approaching customer engagement by providing education, delight, and general usefulness offers a new model for enriching our interactions with customers at every stage of the buying journey. The problem is that while consumers have evolved and embraced experience- based marketing, marketers themselves haven’t necessarily established their vision, processes, and procedures for building those experiences. In all but the most forward-thinking organizations, content is everyone’s job and no one’s at the same time. It’s primarily treated as a project that the business experiments with, rather than a process that should be integrated into every function of the organization as a whole. LAUNCH YOUR OWN CONTENT MARKETING PROGRAMLAUNCH YOUR OWN CONTENT MARKETING PROGRAM 用户上传 更多免费报告请查看研报客 CONTENT-DRIVEN MARKETING IS THE DIFFERENTIATING FUNCTION OF BUSINESS It’s time for content marketers to lean in, step up, and lead businesses into the future. We must move beyond being an on-demand group built to support sales, and start to function as a strategic partner that can help the business predict and adapt to new disruptions. For many businesses, though, there are knowledge barriers that keep them from realizing their content marketing mission. They need help organizing the essential information, using it to craft a unique and valuable purpose, and building the processes and procedures that are necessary to support ongoing content marketing success. LAUNCH YOUR OWN CONTENT MARKETING PROGRAM 用户上传 更多免费报告请查看研报客 DON’T GET LOST