Content marketing is based on the idea of using digital content—blogs, videos, whitepapers, infographics, and the like—to create and sustain positive relationships between a company and its potential customers. But just how much content does your company need to create? And how often do you need to distribute it? Dave Charest, director of content marketing for the Endurance International Group, says there’s no hard-and-fast answer to those questions. You have to take into account your company’s resources and its business goals, he advises: “What it all boils down to is, what the business can handle.”
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