• by Tanya Gazdik , Staff Writer, March 26, 2015

There is far too much content regurgitation in marketplace and not enough original content, Chad Warren, senior strategist, social media and content marketing, Adobe Systems, told Content Marketing Insider Summit attendees this morning during a panel discussion on the intersection of content, content marketing and social.

Devising a coherent content marketing strategy is hard enough in and of itself for many marketers to wrap their minds around, but what about stringing together the loose confederation of listening tools, engagement platforms, curation models, distribution options, and measurement, analytics and reporting tools? That’s another story altogether.

“Informed content” is key, says Ellen Sirull, senior marketing manager, content, Experian Consumer Services. Monitoring Twitter feeds and the calls coming into the customer care center helps direct what content the company provides.

“Putting content out there just for content’s sake is the antithesis” of what marketers should be doing, Warren added.

A lot of companies are taking a “me too” approach before considering what type of content they should be providers, says Dan Cristo, Director, SEO Innovation, Catalyst.

“They might see that their competitor is using video and think they need to use video too,” but might not actually have the appropriate content for video.