CHAPTER 15How Content Marketing Empowers Social Employees

Today’s brands have content marketing on their minds. This rapidly proliferating social strategy has become all the rage in both B2B and B2C communities, and it’s not hard to see why. The currency of the empowered consumer is content—helpful how-to videos, interviews with industry thought leaders, incisive blog posts—and marketers are falling over themselves to get in on the action.

What makes content marketing so powerful? Where do we start? Content marketing fosters conversations, not monologues. It inspires engagement, not impatience. It builds communities, not faceless customers.

Content marketing, in other words, is not your grandfather’s marketing strategy.

Great content is contagious. ...

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