Content marketing - the dos and don'ts

I attended a useful workshop yesterday on content marketing and how it is being used to achieve commercial objectives. Technology marketers have been applying this kind of messaging for some while now, positioning themselves as thought leaders by producing and promoting content packaged as white papers, webinars and videos.

Take a look at the attached webinar which covers the principles of content marketing as well as examples of execution. It's a great example of how content marketing is used to engage and educate a user and ultimately helping them to move through the key stages of decidiing what to buy: awareness, consideration, trial and loyalty.