How To Weave Content Marketing Into Your Company's DNA

Go the extra mile to extract as much value as possible from the content you create. Be a standout both in terms of the quality of the content you produce, but also in the way you innovate.

Content drives your business. All great businesses constantly create valuable content, whether they know it or not.

It’s through the content you create that your voice is most often heard. Content is what you use to sell to your customers, to differentiate your brand, and to help guide and educate employees. In the online world, your content also becomes your legacy — a digital history that traces the growth and evolution of your brand.

In my last column, I talked about the importance of getting content marketing buy-in and touched on how a content strategy can benefit all teams within an organization. As a business that is likely already creating content, you should now be considering the best ways to leverage the content you create for other uses throughout your organization.

If you’re willing to get creative, your content can be used in a wide variety of ways. By thinking critically about the content creation process and seeing content as integral to all aspects of your business, you’ll find innumerable ways to leverage your content which are highly beneficial to many important business functions.

Source: Marketing Land 12/3/2012

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