Description: Shape your content marketing strategy - fitting content marketing in a broader integrated marketing strategy with a smart strategy.
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It is used across the customer journey and customer life cycle but doesn’t start nor end with the customer in the strict sense. Internal customers are crucial in an integrated approach as well. Content marketing further serves several business functions in a consistent, integrated and continuous way. It looks at the customer from a connected and customer-centric perspective and takes into account the content requirements of anyone serving and engaging prospects and customers.
One of the goals of content marketing is to optimize business value and audience/customer value by providing and leveraging the right content across the right channels in the most timely, valuable, connected, personalized and optimized way across and beyond the customer/audience life cycle.