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How important to your marketing efforts will custom publishing/custom content be in 2011?

Matt Johnston, CMO, uTest

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“Huge… vital… monumental. UTest sells testing services for Web and mobile apps, which isn't exactly an impulse buy for most companies. Thus, we're big believers in conversational marketing that's built upon original content. And as media consumption habits change, we're constantly expanding and experimenting with new approaches. So while content-driven marketing used to be code for white papers for your website, we now produce a variety of content (white papers, e-books, videos, webinars, polls) and publish them through a variety of channels (website, blog, forums, newsletter, social media). But the blueprint remains the same: Create thoughtful, original content that our target audience finds educational and entertaining—and which helps them get smarter around topics in which they're interested.”
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