A publisher publishes something once and thinks, “How can I syndicate this?” That’s what marketers have to start doing, too. – Ed Brice, Lumension Security
Lumension Security understands that a company has to take the offensive and lead/initiate conversations. Through the creation of multiple channels and multiple content types they are doing this. It is leveling the playing field for them, allowing them to communicate to a larger audience than they would have before.
One part to pay close attention to is the concept of syndication. Great content may get passed along, but can they gain benefit by providing easy access to content to their in-house syndicates?
Read the rest of Ed’s interview in BtoB Magazine: http://twurl.nl/lmpy34