A great article posted on the Wharton University blog – How Publishers and Marketers Can Make Content King — Again
Too many companies still focus their marketing programs around operational initiatives – a great-looking website, or an expensively-produced brochure. However, the strategic element of the program is often overlooked. It doesn’t matter how great your supporting collateral looks if the content fails to resonate with your target market.
Effective content informs, educates and – crucially – helps lead prospects towards the buying process. To make your content more effective, you need to align its communication to be more relevant to the sort of person that you’re aiming to capture.
It’s a very similar process to the publishing industry. Publishers identify their target audience, develop an understanding for that audience, and then seek to deliver relevant content to maintain and grow that audience.
Read all about it.