One of the biggest challenges I see today with content marketing is that it is largely a tactical solution to a tactical problem. Many so-called approaches to content marketing are merely just content. Or worse, they are campaigns.
An e-book is not content marketing. A landing page with content on it is not content marketing. A YouTube video of your advertising campaign is not content marketing.
Content marketing is not going away, but it needs to become institutionalized and understood as a strategic approach to marketing across the enterprise landscape. Consider the fact that content marketing is the top priority for many CMOs and yet most have no idea what to do about it.
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