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"What is your current content marketing strategy?"

Randall Rozin, global director-brand management and marketing communications, Dow Corning

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"As we produce various pieces of content, we think in a 360-degree format. We don't want to produce a standalone video featuring just one of our products, technology or application experts. Rather, our content marketing strategy is to produce a video in the context of the larger, outbound consumption streams, and then merchandise the content to its fullest extent. In this example, the video exists as a call to action, [but] it could also reside on our YouTube channel with links to our many other social media outlets—and the transcript of the video could be turned into a white paper, the subject of a blog posting and the content for an infographic."
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