Content marketing generates brand demand

02/15/2012 |

It's time business-to-business marketers evolve beyond the old lead-generation model of capturing prospective customers' information, then blasting them with e-mails, writes Tony Uphoff. Content that really helps challenged buyers and differentiates the company's offering should be the centerpiece of a brand-generation strategy. "As business professionals['] and marketers['] needs shift and the market segments, the big question is: are media companies ready to help marketers move from chasing customers to creating their customers?" he writes.

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