Objectives of knowledge management

Content marketing 
The management of 
text, rich media, audio 
and video content aimed 
at engaging customers 
and prospects to meet 
business goals, published 
through print and digital 
media including web 
and mobile platforms, 
which is repurposed and 
syndicated to different 
forms of web presence 
such as publisher sites, 
blogs, social media and 
comparison sites.
2 
We talk about these businesses being ‘successful’, but what is success for a 
start‑up business?
3 
What do these services have in common that you think has made them successful?
Answers to activities can be found at
www.pearsoned.co.uk/chaffey
Figure 1.2 
Zero Moment of Truth
Source
: Google, Lecinski (2012).