What is the role of content marketing in creating a great customer experience?

David Edelman, Principal at McKinsey, describes the content pipeline and how it needs to both feed and inform interactions across all touchpoints with the customer.

High-budget low-volume content production needs to be displaced by low-budget high-volume content creation, based on the many touchpoints of audience interaction.

The best brand experience throughout the buying process means having opportunities to create content that can be shared as social media.

Brilliant insight on the evolution of social marketing.