Thinking outside the bunker
By Leo Valiquette
Effective marketing is often an exercise in thinking outside the box to make the most creative use of assets already at hand.
In a content marketing context, this may mean tapping into the brain trust residing within your organization to use the industry experience, perspective and forward-thinking vision of key individuals to establish thought leadership through blogs, whitepapers and contributions to trade and industry publications.
There are also those instances where a certain caché can be built around providing a unique experience to your marketplace. British startup Screach, which we regularly check in with on this blog, is an excellent example of a technology vendor that is all about audience engagement and interaction by creating unique and fun experiences that take advantage of mobile ubiquity. But with any kind of product or service, there are unique aspects that can be used to create an original and memorable experience.
