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How a Common Content Strategy Unites Marketing’s Different Natures

I recently wrote about the many natures of marketing, including brand awareness and short-term sales activation (or lead gen, as we B2B marketers call it) and the role of content within an overall marketing strategy.

The latest seminal research from Les Binet and Peter Field, titled Effectiveness in Context, analyzes hundreds of campaigns from the IPA Databank (with a focus on marketing effectiveness) and clarifies the dual model. I want to focus on the role of content strategy within an overarching marketing strategy, and how content will contribute to a common alignment across the different natures of marketing.

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