“Content means everything and nothing.” Daina Middleton, global CEO of Performics, started her SES Chicago keynote by addressing a common problem today’s marketers face. Content has become an all-encompassing phrase that marketers know they need, but most still struggle to leverage and measure it effectively. (This is a fact Brafton has carefully documented, reporting2014 surveys show only half of marketers feel they create content that engages audiences. The same report reveals the majority of B2B and B2C brands lack documented strategies.)
For Middleton, the underlying problem is that online consumers have new expectations about brand engagement, but marketing models are slow to adapt. She shared five key tenets of successful marketing in the “participation age.” More from this article at Brafton>>>
