Yesterday I was teaching the introductory class on marketing and we were talking about what marketing is about. If there is one thing I want my students to remember after this class, it’s that marketing is not just a toolbox. if you have no strategy i.e. if you don’t define your target segment(s), neither your positioning idea or your value proposition, how can you use the right tools ? No right tool without a clear purpose !
Same for content marketing, the current buzz ! Content marketing should not be run without thinking about it’s purpose. Otherwise, it’s just pure amusement for some geeks ! If you’re not sure about what is your strategy, ask me, I will advise you !
Jean-Pierre Baeyens 