A recent interview with Joe Pulizzi of Junta42 provides some great insight into the role of content today in the marketplace and why companies are looking to outsource the creation of this content to experts in custom media and content marketing. Today companies can’t rely on their customers to tell their story. They need their own custom content to tell their story, and then as Joe points out, “great content should spawn useful user-generated content.”
Here are Joe’s keys to success in content marketing:

  1. Understanding the informational needs of your customers
  2. Knowing how those informational needs mix with your marketing goals and objectives
  3. Developing a content program around those needs
  4. Being consistent (content marketing is a marathon, not a sprint)
  5. Listen and continually evolve the program