7 ways to produce actionable content marketing

Old Spice’s recent YouTube campaign was a master class in content marketing; by contrast, Cisco’s copycat campaign fell flat. To ensure your campaigns stay on the right side of that line, Heidi Cohen recommends focusing on telling a story and delivering content in the context of an existing community, and making your brand an integral part of the content rather than a tacked-on extra. “The content needs to resonate with your target market, influencers, and the public, integrate your brand, and be available where your market interacts,” Cohen writes.  ClickZ


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