The B2B Content Opportunity
Content marketing is top-of-mind for all marketers, not just those that sell directly to consumers. Take Mercer, the human resource giant with $3.8 billion in annual revenue last year. It is using content marketing to differentiate itself. The company’s content strategy is built on its MThink corporate blog , which aims to help HR executives make business decisions. The blog is updated two to three times a week with stories around employer-related news like employers dealing with skyrocketing health-care costs.