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.