Content Marketing: What It Is and How to Do It Well

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Content marketing has garnered a lot of attention in a very short period of time. More and more B2C and B2B companies are jumping into content marketing and claiming it works for them. However, this also means there is a content overload: it is increasingly harder for any given company to be noticed and generate impact. In this technical note, the authors provide insights on why content marketing is so attractive for marketers, and how your company should approach it to create content that packs a punch.
Bibliographic citation: GALLO, Í., JIANG WANG, Á., SEGARRA, J. (2021). Content Marketing: What It Is and How to Do It Well. IESE, MN-407-E.
Date: 01/02/2021
Author(s): Íñigo Gallo; Ángela Jiang Wang; Javi Segarra
Document type: Technical Note
Department: Marketing
Languages: English
Learning objective This technical note will be handed out to students during the discussion of the content marketing module.