What is your content telling your customer about your business and how you want to relate to them?
Start out with these assumptions:
Customers don’t care about your company; they care about their problems and how you can solve themCustomers and prospects conduct 70%+ of their sales process before they contact your companyContent transmits valuable insight into your brand, your values and how you treat customers
It is time for database marketers to become publishers.
Becoming publishers does not mean foregoing the "hard-core" testing and analysis that underly the best of digital marketing; rather, it means that testing and analysis must focus on longer term campaigns than the one blasted out last Tuesday. Content campaigns gains share of mind in order to garner share of wallet. The end result will be be increased short- and long-term revenue as well as increased loyalty and brand preference.