Today’s consumer, armed with widespread access to information through online search and social media, is making purchase decisions long before they actually begin a transaction. By providing the right content, at the right time, to the right customer, organizations can rise above the numerous sites and digital pitches now competing for customer attention. While many marketing executives realize this, they are struggling with ways to create more content, deliver it with greater frequency, and streamline its delivery.

This white paper looks at two sides of content marketing efforts: first, how content is originated, and then how it is publicized or distributed. Along with looking at overall content creation efforts, the white paper dives deep into the social media aspect and how that is shaping content marketing.