Why better tactics are unlikely to solve online content and engagement woes.
The biggest content marketing challenge for most brands has little to do with content. It’s a matter of mindset. Most brands seem to be bolting content onto their websites because tactically they feel they have to. These under-funded, non-strategic efforts and the lackluster engagement they produce reflect the low level of commitment behind them. What is really called for is a reorientation of the company’s senior management to address their brand’s changing role in an information economy.
Read full blog post here: The Cure for Content