In case you haven’t noticed, the internet has fundamentally changed the way companies communicate with their customers. It’s gone from a one-way, broadcast communication (“It’s our Memorial Day Sale!”) to a two-way conversation (“What do you need, and how can we help?”). In this new paradigm, companies have to be authentic, and they have to be helpful—and increasingly, marketing departments are finding that creating great content is the best way to accomplish both.
But as it turns out, this paradigm applies to more than just marketing. It affects the way enterprise companies communicate and build relationships with all of their stakeholders, including investors, the press, employees, and the talent they’re trying to recruit. The internet has introduced a new level of choice and transparency into every one of those relationships. As a result, the content movement has become about more than just marketing; it’s about an evolution in the way brands share information…
