When I started developing content for business almost ten years ago,
much of it was a "nice to have". It was used as a piece to draw in the
leads to other, more relevant points in the sales funnel. Blogs were
still under corporate ownership, and most execs had a single ghost
writer to manage the company blog.
Now, so many companies are still applying the strategies that worked
then to the rapidly evolving world of content. Companies see that they
need social media, but fighting for a place at the table at a SMB is
still a struggle. It is a tactics game.