HP’s eight-point survival guide to content marketing

Brian Carruthers

Content marketing can be difficult in a large organisation where siloes exist and practitioners need to find both allies and money.

Going from producing educational content for IT managers to writing film scripts might be the dream job move for many people. But George Webster has done it the other way. He's already been there and got a story credit (for the 2005 animated Disney comedy Valiant); now he heads up HP's EMEA content marketing efforts, which are centred around the Tektonika platform – a content hub with a focus on security issues.

"I run a really imperfect content marketing program and I really do not have any fabulous results to share," he told a Newscred ThinkContent conference (London, November 2017)....

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