The key difference between the content marketing of old and today's tactic is that it is now "an ongoing, continuous process," writes Wendy Marx. So "kicking out the occasional white paper or case study or article or blog piece" won't cut it, she writes. Marketers have to figure out where their prospects are, arrive with something of value in hand, nurture the relationship with thoughtful care and feeding, and maintain a relationship with those prospects, even if they're not immediately receptive, she writes.

Related Summaries