Content Marketing in the Age of Customer Experience

Brands are beginning to wake up to something that consumers have always known: a brand is the sum of our experiences with it. In the early days of branding, what a brand said about itself was the biggest factor in how people felt about it. Today, how a brand behaves, how its products perform and how we feel when we interact with the company behind the brand – these are the biggest drivers of brand health. It’s no coincidence that the rise of customer experience as the primary brand imperative has coincided with the rise of another major discipline: content marketing.

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