Content Marketing is Not for Selling
Content marketing should be part of every digital transformation roadmap, and it is one of the most basic and low-cost ways of leveraging digital solutions to generate new business. Whether you are part of a global organisation, small to medium sized enterprise or an independent consultant your business needs new customers to survive and thrive.
Those that understand content marketing have benefited immensely from it in recent years, while traditionalists are stuck in old-school selling mode and wondering why people are no longer calling them up for their wonderful products and services.
Content marketing needs to consist of helpful content which attracts an audience that you would have never otherwise engaged with. But as this article describes you shouldn't get tempted into promoting your products and services in your content marketing. Just be helpful, and as I have learned, the business will follow without asking for it.
Michael Brenner is the former VP of Global Content Marketing at SAP and his SlideShare deck below will help you plan and build a successful content marketing strategy. You will also find some of his useful content marketing tools here.