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Ardath Albee is a B2B Marketing Strategist and CEO of Marketing Interactions, Inc.

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Sunday
Feb212010

Leading Lights Interview with Britton Manasco about eMarketing Strategies

Britton Manasco, author of the Illuminating the Future blog, and I recently sat down to chat about my new book, the current state of content marketing and where the future might be headed.

If you'd like to know what I have to say in response to these questions, go read the interview.

  • What was behind your decision to write this book?

  • Why did you believe this was timely?

  • Why isn't this conventional wisdom by now?

  • Why do you think companies struggle to make that shift?

  • What's stopping marketers, more specifically, from more aggressively investing in content-driven marketing programs?

  • So there are big returns to be gained by guiding the buyer through an extended decision process. You are nurturing them and cultivating them.

  • Let’s talk about the economics of this.  What are you seeing in terms of how marketers are looking at their investment in and their budgeting of content?  What’s your thought in terms of how they can justify these investments?

  • Do you see a distinction here between companies selling something with far larger deal sizes and ones that have smaller deal sizes?

  • Now, if you were to gaze out maybe five years into the future and try to imagine how practice in the marketplace will have evolved with respect to content-driven marketing, what would you expect?

  • I’m curious. What have you learned since you released your book and began getting feedback from readers? What are some of you latest findings?

You can read the full interview here

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