I would argue that a lot of marketers don’t understand what [a content marketing strategy] means. They think culling together a bunch of tactics is actually a strategy, but it’s not.
—Ardath Albee
Unless you have a focus on what it is you are trying to achieve with your content or your digital marketing in general, you will get distracted.
—Nick Panayi
These quotes are just two key points made in a recent roundtable discussion CMI developed around our B2B content marketing research. This series of conversations explores the “whys” behind our findings and provides expert advice on ways that content marketers can make their efforts more efficient and successful.
A big thanks to Ardath Albee, CEO and Marketing Strategist at Marketing Interactions; Carla Johnson, Principal at Type A Communications and Vice President-Thought Leadership at the Business Marketing Association; Nick Panayi, Head of Global Brand and Digital Marketing at CSC; Gary Van Prooyen, Senior Director, North America Demand Center, at Motorola; and Steve Rotter, Vice President, Digital Marketing Solutions at Brightcove for participating in this conversation.
