[Athar Naser] Most companies are creating original content to keep consumers engaged these days, whether it's a blog post, a social media update, an ebook, a presentation or a full-blown event.
[Athar Naser] By now we all know there has been a shift in the way companies are doing business. The social era has been long upon us and it's a case of "adapt or die".
[Athar Naser] We've all heard about Yuppiechef and some have even purchased from the site, but just how did it get so prominent? Along with a careful selection of products, Yuppiechef has developed thought leadership and strong branding by clever use of content marketing.
[Athar Naser] Following on from our exploration into the content world of Red Bull and how an FMCG brand used content marketing to dominate their sector completely, this week we're looking at a far less exciting market sector and how one company is trying to change perceptions.
[Athar Naser] In our ongoing exploration of content marketing and our attempts to bring it to life, we're going to shed a little more light through a real-life example of 'stratospheric' proportion.
[Athar Naser] Most companies don't like change. The uncertainty unnerves shareholders, the instability threatens structures, and the unknown doesn't fill next year's balance sheets. So, naturally the idea of moving from a brand company to a publishing company is not one that sits very comfortably.
[Athar Naser] People are attracted to content marketing for a number of reasons. One of the biggest reasons is that digital distribution channels such as social networks, blogs and even their own sites have made it possible for brands to become content creators themselves rather than needing to sponsor traditional media channels.
[Athar Naser] In today's rapidly shifting online space, companies need to take a holistic approach to online marketing. Those who do so through content marketing need to connect with their audiences across a number of web and social channels.
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