[Annotatie]: Already one of the most talked about and analyzed areas in modern business, content marketing is seen as an essential way to engage customers, win new business, and encourage loyalty and advocacy. Regardless of size, most organizations will have websites, social media pages, blogs and video feeds, all of which require a great deal of content to keep them refreshed. However, the result is often a torrent of material produced on a daily basis, and customers are becoming very discerning about the items with which they will engage. The Art of Content Marketing shows the steps that companies need to take in order to create a more authentic culture and develop an operating model that is attuned to the needs and behavior of its target customers. Not simply a guide to the mechanics of digital marketing, this new title looks beyond the latest trends in social media to to provide a fresh perspective on the core principles, with the longer-term goal of inspiring, engaging and retaining their customers.
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