Two weeks ago I participated in a #Hootchat about content marketing. The Twitter chat started by asking us how we define content marketing. The majority rallies along the lines of educating, informing, helping and engaging a targeted audience with your brand story and relevant content.
What surprised me is that nobody defined content marketing in terms of better understanding your audience and their aspirations. This is where many brands are missing out. They are missing out on the biggest opportunity that content marketing and social platforms are offering them.