It's true that content marketing works as a tool to achieve a variety of business goals. In fact, our president, Kelsey, presented a fantastic breakout session at INBOUND last year all about this very topic. Content is powerful and versatile — but you can't really just create and use the same content and expect to achieve all kinds of different goals. For content to drive results, every element should be working toward the same overarching goal.
Before we created our custom content marketing software, ICo Core, Influence & Co. struggled with the inconsistencies and challenges facing any company trying to create content and distribute it at scale.
Not long ago, I was tasked with the arduous duty of becoming a headline queen 👑 by John Hall, our CEO. I wouldn't say that I've achieved queen status quite yet, but I do think I've grown my knowledge in a major way.