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As Lee Odden points out in this introduction to content marketing, plenty of companies are still trying to understand what it is and how it can work for them.
For these companies and organisations the most important question is: how can I get started?
He says the first thing is to keep in mind that content marketing is about the customer, not you. To get started ask these key questions about discovery, consumption and engagement:
"How does your target audience discover content and information online?
What are they searching for and talking about on the social web?
What are their preferences for media, content type and device for consumption?
What kind of message or content will inspire your target audience to engage and take action?"
Via Liz Wilson
