The firm defines content marketing
as attracting customers with “content
that is not, at its core, promotional material, but which is interesting or
valuable for its own sake” and that's “geared to help businesspeople do their
jobs better.”
With the larger investment comes greater eagerness for “sticky” content, says eMarketer.
Personalization is a sure way to assure content is sticky. “The more personalized the content is, the more helpful and
necessary the content—and therefore the brand—becomes to the customer,” eMarketer says.
Consistency is another. “Content marketers must also keep the content
flowing,” the firm says. “A customer community is like a pump that one must
prime.”
