“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker, The Practice of Management, 1954 I spend a lot of time looking at websites of small and medium sized B2B firms. With greater frequency, I’ve noticed that many of those companies appear to have given up on content marketing. The telltale sign of a company’s (active or passive) decision to abandon content marketing is easy to identify: production of all information in the “news,” “thought leadership”
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