“Creating relevant content has quickly become one of the most effective ways to engage with an audience. But that’s just part of the story since content marketing in isolation rarely moves the needle. Today’s CMO needs to being able to understand how to pull all of the available marketing levers working to get the mix just right for his/her brand. Based on my conversation with Colin Hall, VP of Marketing at Allen Edmonds, few understand this better as he capitalizes on both the latest digital techniques and old school product catalogs to achieve double digit sales growth.

In the interview below, Colin provides specific examples of how content is an integral part of Allen Edmonds’ overall go to market strategy, starting with the need for a campaign idea, valuing quality over quantity and extending exposure via PR, social media and paid digital advertising. It’s no wonder that Allen was rewarded with The CMO Club’s Content Engagement award.” Drew Neisser – Originally appeared on TheDrewBlog.com

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