The Centipede Strategy for Content Marketing

Marketers have traditionally focused on pitching the features and benefits of their offerings in their marketing communications. But modern marketers understand that this approach is swiftly losing its effectiveness in digital media channels, where customers have the choice to tune out promotional messages. The new approach, called Content Marketing (or Inbound Marketing), focuses on creating, curating and delivering content that customers find useful, timely and relevant. A key tenet of Content Marketing is to think about Return on Engagement (ROE) – What value do customers get from consuming your content?….