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Jan 2017 - IDC Perspective - Doc # US42262216

The Promotable Cascade — A Tangible Way to Make Marketing Content Work Smarter

Authors: Laura Nurzynski, Kathleen Schaub
Abstract

This IDC Perspective helps CMOs and their content marketing teams explore a simple, yet highly effective way of organizing content into stronger pathways to deeper customer engagement. It describes what IDC calls the promotable cascade, a strategy used by some of the best content marketers. IDC provides practical advice and examples to CMOs who are looking for ways to make content work smarter.

"Marketers work hard to create compelling, provocative, content that breaks through the messages that bombard buyers daily. When IDC interviewed some of the most advanced content marketers, we were excited to discover this practical method for maximizing the benefit of these stories," says Kathleen Schaub, vice president, CMO Advisory and Customer Experience. "We're confident that content marketers will get better results by employing the straightforward steps the IDC calls the promotable cascade."

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