For the past 15 years, I’ve focused most of my content marketing time on the largest of large businesses. This means dealing with politics, silos, budget issues, and agency relations. In large enterprises, content marketing is a complex beast, hard to move without significant culture change. The hardest part? Doing something differently from how they’ve done it in the past (which is mostly paid media).
Enter the research for my new book, Content Inc. In preparation, Clare McDermott, editor ofChief Content Officer magazine, and I interviewed dozens of entrepreneurs. In almost every case, the entrepreneur started the business “content-first.” This simply means that they identified a content niche, built a loyal audience around that niche, and THEN developed products and services to sell…
Why Startups Trump Large Enterprises in Content Marketing Every Time
