Why content should drive marketing and communications

Alexander Antic

Alexander Antic

Alexander Antic is the founder of antic.com. He previously held various senior positions in the financial services industry.
Alexander graduated in Law from the University of Zurich, Switzerland.

Content done right drives brand visibility and differentiation. It is the lifeblood of any marketing and public relations activity. It renders any sales effort more productive. It keeps clients assured that they made the right choice.

Content done right also results in substantial cost savings throughout an organization. Because it enables subject matter experts to focus on their key responsibilities.

For us, being content-centric means establishing a foundation of deep technical information and data. And then backward-engineering all other content from there. If necessary, back to the first touch-points of your brand.

The benefits of this approach are client attention and consistency of message throughout your customer journey.

This thinking goes far beyond content marketing. It requires us to understand your industry and speak the language of your customers.