Avitage
AUGUST 8, 2017
.” McKinsey have written, “Companies are really publishers, and can benefit from a content supply chain. A content supply chain is not linear, it’s highly iterative and cyclical.” What is a Content Supply Chain?
Avitage
FEBRUARY 28, 2013
If content is the fuel for inbound marketing then customer stories or insights are the active performance enhancing ingredients. Well-developed messages targeted to address key buyer questions are better understood when contextualized with customer stories. Trying to find stories when you need them is not easy.
Avitage
MARCH 7, 2012
The company initially applied a typical market research approach before it engaged “one of Christensen’s fellow researchers, who approached the situation by trying to deduce the ‘job’ that customers were ‘hiring’ a milkshake to do.” Both product design and content share similar problems.
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