Content marketing: On the path to enlightenment

Bernd Hoffmann, Sven Wollner and Matthias Hoppner

This article explains how to best employ content marketing using a basic three-step formula: Create relevant content; Make connections; and Power it with data and technology.

Content marketing: On the path to enlightenment

Bernd Hoffmann, Sven Wollner and Matthias HoppnerMediaCom, Dusseldorf

2014 marks the year when the obscure buzzword content marketing finally takes shape. It will become calculable and tangible, therefore taking an assigned seat in the intertwined Marketing-Mix. Bernd Hoffmann, Chief Digital Officer of MediaCom Germany explains how this is translates into the daily business.

Whoever takes a look at content marketing from a bird's-eye view, or like Amazon CEO Jeff Bezos via delivery drones, gets an instant glimpse of the good old hype cycle. It all starts with the technology trigger, then spikes...

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