“Content marketing has solidified as its own discipline. After all, merging these two seemingly separate concepts makes sense: content informs; marketing convinces. But that doesn’t mean you need to hire legions of specialists in order to build a capability for it within your organisation.
So, what skills and attributes should content marketers focus on? Reflecting on my recent experiences in the IBM marketing and communications lab, I found five major areas essential to content marketing roles. And please keep in mind that the “role” of a content marketer is a metaphorical one; ideally, you’ll build content marketing excellence by building these skills right across your marketing and communications team.” More from this article by Ethan McCarty>>>
