Andrew Anagnost is the senior vice president of industry strategy and marketing at Autodesk. He has more than twenty years of experience in product marketing. One of the major focuses for his team is content marketing.
According to Michael Brenner, CEO of Marketing Insider Group, content marketing has become an accepted trend. Companies of all industries and sizes now understand that content marketing is essential in order to succeed in the business world.
Content marketing is different from traditional marketing in the sense that brands are using their content to gain more customers. The brand acts as the publisher instead of being the topic that is published in news outlets.
It is not meant to promote a product or service. Content marketing is supposed to send out information that readers will clamor for, thereby bringing in an audience to their websites and pages.
Content marketing also acts as an added value for customers who are looking for an expert in a particular niche. Examples of content marketing initiatives include publishing blogs, visual content, and e-books.