Content Marketing

When done well, content marketing can do wonders for a ✲ brand.

When done badly, it can be an expensive liability.

There are good reasons for the discipline’s soaring popularity in B2B and enterprise tech as in other sectors.

As the media contracts, there are fewer journalists around to tell a company’s story. There is a pressing need — and opportunity — to engage would-be customers directly. And when executed skillfully, brand storytelling lends an editorial perspective and helps the company become bigger than an outfit simply selling things. It makes them part of a wider conversation — all independently of the media.