Nine out of 10 organisations are now marketing with content – going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value. The success of content marketing has radicalised the way companies communicate. Hashtag campaigns have become as compelling as taglines. The content marketing revolution signals more than a mere marketing fad. It marks an important new chapter in the history of business communications: the era of corporate enlightenment.
This Harvard Business Review paper, brought to you by Citrix GoToWebinar, explores the revolutionary role content marketing is playing across the B2B sector.
