One of the core themes of this blog over the years has been the impact of technology on the marketing art and science. With the advent of digital, social, and mobile media, the strategy and execution of marketing has embraced and leveraged many new channels as avenues to influencing the target customer. I have long viewed the development and management of quality content as critical to this new process, perhaps even more than during the decades of analog-only marketing. With the "always-on" nature of digital/social/mobile communications today and the ability to gather real-time data on prospects, context is becoming increasingly critical to ensuring that valuable content is delivered at the most optimal point in the customer's decision process.
I thought this new model was important enough to author a white paper on it and you can access it by clicking on the image or link below. Comments and critiques are welcome.