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.

View Full Article in:

Content Marketing Institute

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Vice President, Public Relations
iCrossing, Inc.
San Francisco, CA
Online Advertising Specialist
Tableau Softwarwe
Seattle, WA
Director, Digital Research (Burbank or New York)
Warner Bros. Entertainment Inc.
Burbank, CA
Data Entry and Integrity Coordinator
Interactive Advertising Bureau
New York, NY
Director of Business Development - Denver/New York
zvelo
Denver, CO