Content marketing is all about building trust.

In the B2B world, there’s a lot for you to deal with. You’re responsible for driving awareness of your brand. You’re tasked with acquiring quality sales leads that develop into long-term business relationships, and perhaps most importantly, you have to strike a balance between creativity in marketing and delivering results.  

It’s a slippery slope: As a retailer, media figure, or just a person with a social media account, you want to say something compelling and stand for something, but...you also don’t want to paint yourself into a box and only be about that one thing, especially as times and tastes change.

To not only survive—but thrive!—in today’s competitive retail environment, we were reminded at the CBUS19 retail conference that you have to (first) know who you are, so you can (second) do brave things that others can’t.