Director of Content Strategy, Alcatel-Lucent Enterprise
Alcatel-Lucent Enterprise's Ed Youngblood discusses how the organization's content strategy is evolving to keep pace with constant changes in media and consumer buying behavior.
How does content fit into your overall marketing and messaging strategies?
What marketing strategy today doesn't involve content? Like all companies, we are adapting to how our customers’ buying behavior is evolving; therefore, we are evolving as well. We’ve come a long way from where we were a decade ago, when marketing complex technical solutions relied heavily on personal interactions. Today, our target audiences are digitally dependent and attention deprived, particularly early in the discovery process. As a result, digital content is a critical part of our strategy.
Our strategies and tactics have evolved not only to address this shift in buyer behavior, but also to keep pace with changing media and its influence on how buyers search, discover and consume information.
How have your investments in content changed over the past few years, and why?
I look at content investments in multiple ways. Perhaps the most obvious interpretation of this question is about the content itself—are we creating more content, investing in new kinds of content, translations and in alternative…
Fuel For Thought
Welcome to Content Fuel, the blog for the CMO Council’s new Content ROI Center. We can all agree that content marketing is evolving rapidly and commanding increased investments and attention for marketing organizations everywhere. Yet despite increased spending, most companies are still in the early stages of building the necessary strategies, processes, competencies, and best practices for effective content marketing programs. Our goal is to bring you new ideas, approaches, strategies and technologies that advance content performance...
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