Content marketing and customer reviews have historically been thought of as very different. Content marketing is largely pre-purchase and focuses on education and persuasion (sometimes, entertainment). Customer reviews are, by definition, post-purchase and focus on customer experience.
But as Mark Schaefer points out in Marketing Rebellion, large swaths of potential customers aren’t reachable by companies in any meaningful way — with content or by any other means — but they most definitely are reachable by each other.
