Making the internet better: how Lenovo uses content marketing

Brian Carruthers

This event report outlines Lenovo's approach to content marketing, which revolves around being different and makes use of influencers, crowdsourcing and media co-creation using VICE.

Making the internet better: how Lenovo uses content marketing

Brian Carruthers

Buyers engage with 11.4 pieces of content before making a purchase decision, according to Shafqat Islam, co-founder & CEO of content marketing agency NewsCred. Not only are there more opportunities than ever before to reach customers, it also means that "content marketing is not a nice to have, it's imperative", he said as he introduced NewsCred's #ThinkContent event, held in London in November 2016. And that content has to be "content that matters" – content that will inspire, educate and be memorable.

If marketers are not producing "meaningful content"...

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