SUMMARY: Content marketing asks companies to open up and share valuable information. To some, this can feel like giving away a secret recipe. But after seeing success in other companies, some marketers are loosening up and changing their tune.
This corporate training firm overcame reluctance and started content marketing in 2013. Now, content generates 20% higher clickthrough rates in email and 83% of the email channelís leads. This case study outlines the four steps the team took and the principles guiding this strategy.