What once was old inevitably becomes new again. The concept of content marketing may be well-known, but as technology develops, content has progressed with it. Instead of mere words, content marketers now produce videos, podcasts, slideshows, and other forms of evolving media that are designed to attract and engage customers via a variety of channels.
Joe Chernov, vice president of content marketing at Eloqua, defines content marketing as "the art of creating, distributing, and measuring share-worthy content that grows and engages an organization's audience, while deepening affinity for the brand." But as this "share-worthy content" expands in terms of form and delivery, content marketers need to blend old and new tactics to keep their content effective and engaging. Industry experts offer five suggestions for doing just that: