Product marketers need to develop clear goals, gather audience insights, and commit to differentiation to develop content that captivates users.

When marketers rely less on paid distribution channels and focus more on creating quality content for organic growth, an obvious question looms: Who should create content, and ultimately, who should own it?

Blogging is more than just sharing company news, events, or updates with your users. When it’s done properly, it can elevate you to thought-leader status and establish your service as the authority in your industry.

In this article, I’ll explain a recent content problem we faced at Pitney Bowes, the steps we took to solve it by creating interactive content, and perhaps most importantly how we got the C-suite to recognize the value that content offered the business.