I don’t mean to brag but my company has been doing content marketing since before it was cool. How hipster is that?
I work for a technology association that has been around since the 1940s. At some point before I was born, we had a magazine. That used to be all the content we needed but things have changed a lot since then.
In this new digital world, there is more competition than ever for the attention of our audience. Our prospects can get very specific content from an array of niche sites that meet their individual needs. It is becoming harder and harder to create a high enough volume of content to keep our audience engaged and our funnel full of new leads.