June 2017
Intermediate to advanced
240 pages
5h 45m
English
Content preview from Content - The Atomic Particle of Marketing
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09Content marketing software
The content marketing tool landscape is crowded, rapidly changing and highly inconsistent. Marketers struggle to select the right tools not only for their own content marketing needs, but also solutions that integrate with enterprise, process and platform concerns. This chapter helps marketers to make informed buying choices by mapping eight needs scenarios to the existing vendor landscape.
Why content marketing tool selection is so difficult
It used to be so simple. Content marketing consisted merely of writing content and putting it on a website. It has now evolved into a complex process involving multiple players throughout the organization, outside agencies and vendors, multimedia and a proliferation of channels. ...
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