Why B2B content marketing is better when you use the news

02/22/2013 | Content Marketing Institute

Two Brafton-client case studies demonstrate why a "clear industry news or trend focus within a content strategy" can give a brand a consistent, resonant voice, Katherine Griwert writes. Proofpoint created an internal newsroom of sorts, assigning writers the task of curating and writing about data-loss prevention and e-mail security stories to put the products in context with real crises. Cloud-based phone systems provider ShoreTel Sky wasn't getting much action writing about its products, but inspired customers with news demonstrating "relevant use cases," Griwert writes.

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