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UNDER:social media
July 2nd, 2009
Making sense of content marketing
Content marketing is one of today’s hot marketing topics – particularly in B2B. It’s been fuelled by the perception that traditional push marketing doesn’t work in a social media driven world – it’s too shallow, too manipulative, too inauthentic.
While this view is almost certainly overstated (plenty of push marketing campaigns are still generating healthy responses) it has a point. There is a widespread desire on the part of customers for more human, less spun communications that add value to their decisions rather than muddying the waters.