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WOBURN, Mass., Dec. 13, 2010 (GLOBE NEWSWIRE) -- Companies that truly understand what kinds of content are most appealing to their audience, in what format, and where they want to consume it, are going to be the most successful in the ever evolving digital information age.
That's the opinion of Brett Zucker, Chief Technology Officer, and Becki Dilworth, Vice President of Digital Strategy, at
Bridgeline Digital and co-authors of a new special report, "
10 Steps to a Successful Content Marketing Strategy." Bridgeline Digital is the developer of the award-winning
iAPPS web engagement management product platform and interactive technology solutions.
"Everybody has the ability to be a publisher in the Web 2.0 world," says Dilworth. Digital content is increasingly everywhere - websites, ecommerce stores, blogs, social media outposts, and every mobile device imaginable. With companies investing in developing digital content like never before, consumers, along with business customers and prospects, are radically adjusting to this wealth of information. Unfortunately, many companies are missing valuable opportunities to drive engagement, conversion and revenue from their digital content because they're lacking a focused content marketing strategy, as well as the proper tools to push out relevant content across a variety of platforms.
Companies "need to refocus their content efforts on producing compelling content that will attract customers to them, and will truly engage them," says Ann Handley, Chief Content Officer at
MarketingProfs and co-author of just published
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business.
Furthermore, savvy marketers are maximizing their content strategy using content management tools and web analytics, like those available in Bridgeline's iAPPS Product Suite, to help deliver relevant content experiences along every step of a customer's or potential customer's interaction with a brand. This is called Content Marketing Management and it can help establish trust, build authority and, ultimately, create opportunities to convert browsers and visitors into buyers. "Bridgeline totally gets the fundamentals of a killer content marketing strategy, says Handley. "What's cool about its iAPPS Product Suite is the way it helps organizations publish, manage, and measure engaging content across so many platforms like websites, blogs, online stores, and email."