Many companies believe that their competitors are their biggest enemies in the marketing wars. The author contends they are wrong. Their biggest enemy is an indifferent consumer. Consumers today are constantly bombarded by advertisements. So advertisers must think about ways to build relationships with consumers and offer enticing content to break through the indifference. The author suggests content marketing as a way to do this, and explains why it works.

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If Content Marketing Is A War, What Enemy Are You Fighting? – Forbes