Presentation given by Katie Canton, Head of Social Media, Birddog, at the B2B Marketing Conference, London, 2014.
Everyone at every conference, on every blog, in every part of the world seems to be banging on about content marketing: that “we all need content marketing”, that “content marketing is the future”, that “if you do one thing this year, you should create more content”. And they’re right. All of them. But, what everyone seems to be glossing over is that for content marketing to work, people need to share your content. And for people to share your content, they need to care about your content, emotionally. So, how do you get your audience to care about your company’s content?