Successful marketing is about serving customers. Focus on that first, and you’ll discover a successful strategy for developing and using great content that will fulfill your brand promise and your organization’s mission.
I’m honored when people call Hammock Inc. one of the agencies that pioneered content marketing. (This month marks our 23rd anniversary.) However, I’ve always felt the term “content marketing” can be confusing when it’s applied to everything from blogging and social media to animated kitten GIFs. Unfortunately, when a term is used to label anything, it can start to mean very little.