Opinion: Are you content marketing or fooling yourself?

03/19/2013 | eConsultancy.com

Even though 95% of marketers say they are performing content marketing, most are doing what they always have been doing and just calling it content marketing, writes Ryan Skinner. "If you think content marketing is a box to be ticked, you will fail," he writes. "I'm convinced that, if your executive team doesn't get the chance to ask the tough questions, and if they don't convince themselves (with a little help) that it makes sense to proceed with content marketing anyway, no worthwhile content marketing will ever come of that company," Skinner writes.

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