Comments on: How Integrated Content Marketing Creates Competitive Advantage https://prsmith.org/2014/11/06/how-content-marketing-integrated-marketing-communications-deliver-competitive-advantage/ Founder of SOSTAC®️ Planning methodology Tue, 07 Nov 2023 10:57:56 +0000 hourly 1 https://wordpress.org/?v=6.9.1 By: Todd https://prsmith.org/2014/11/06/how-content-marketing-integrated-marketing-communications-deliver-competitive-advantage/#comment-76 Wed, 19 Aug 2015 19:30:02 +0000 https://prsmith.org/?p=684#comment-76 In reply to Stephen.

Hi Stephen – you are quite correct, the pre-existing assets were created with the wrong mindset for genuine content marketing. They were created looking through the lens of the company, not the audience. At the time there was no formalized cm mission statement. Cheers – Todd

]]> By: prsmith https://prsmith.org/2014/11/06/how-content-marketing-integrated-marketing-communications-deliver-competitive-advantage/#comment-75 Wed, 19 Aug 2015 13:33:27 +0000 https://prsmith.org/?p=684#comment-75 In reply to Stephen.

Interesting questions Stephen. I have just asked them if they have a content marketing mission. Do you have any real or made-up examples of CMM’s you can share with us? I have also asked them re only 2 from 600 content items – I imagine they were searching for topics or ideas that they felt had real legs ie were of real acute interest to HR directors versus hundreds of more random topics that MIGHT BE of interest to HR audiences. Apologies for slow response. ~ Paul

]]> By: Stephen https://prsmith.org/2014/11/06/how-content-marketing-integrated-marketing-communications-deliver-competitive-advantage/#comment-74 Thu, 25 Jun 2015 07:06:15 +0000 https://prsmith.org/?p=684#comment-74 Why were Kelly only able to use 2 / 600 content items? Was it because the marketing collateral was too ego-centric for a top of funnel inbound marketing approach? I wonder what their content marketing mission statement was? Do you know?

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