Page 11 - The Ultimate Guide to Content Marketing

Cisco has been pushing content for years. Nike has become a way of life that has in-

Under the leadership of CMO Karen Walk- spired generations.
er, Cisco brought on 200 content marketers

back in 2015 and they haven’t looked back. Or Sephora, who have mastered brand
In the B2C sector, content marketing is just community with their content, inviting their

as important. Look at brands like Nike, which audience into an engaging, educational,
has become way more than a company. empowering environment.

Through offering value and meaning, and But today, almost all marketers use content

through giving people an entire ecosystem marketing – 91 percent of B2B marketers
to tap into for information, guidance, and and 86 percent of B2C.

human connection, content marketing
has formed a bridge that consumers want And (no surprises here), consumers like it.

to walk across in order to connect with the
brands they like. Brands who neglect the importance of con-

tent marketing today will have to play catch
There’s no going back. up tomorrow. On the other hand, those who

have a content marketing strategy in place
Content marketing started as the alternative are already on the next level – honing their

to the ad age. Something of a much-need- content with better customer data, better
ed respite from the over-saturation of maga- technology, and a better developed net-

zine ads, promo posters, television commer- work, either in-house or outsourced, of con-
cials, and digital advertising – by 2014, the tent producers.

average person saw 5,000 ads in one day!

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