This week, we sit down with Gavin Heaton, digital strategist for IBM, Fujitsu, and McDonalds and now the founder of the Disruptor’s Handbook, a network that helps companies unlock the potential of disruptive business models. In this interview, Gavin mentions a conversation he has with a futurist friend on predicting trends. His friend says, “When change is accelerating, to look five years into the future, you have to look ten years into the past and that will give you a sense of how much things have changed.”
Content marketing is the process of creating valuable, relevant content for the purpose of attracting, acquiring and engaging your audience. While content marketing can be anything your organization creates to share its story, it only qualifies as content marketing if it aims to drive customer action. Today your buyers and customers are thrust into a crowded market filled with marketing messages – up to 2,900 per day. As a result, marketers are challenged by attention scarcity. So how does content marketing help?