For some companies, content marketing is a natural evolution in the use of the Internet as a promotional tool. “What we’ve said for a long time and what has driven a lot of our digital marketing efforts is that we must meet our customers where they are,” said Elizabeth Pizzinato, senior VP of marketing and communications at Four Seasons Hotels & Resorts. “If the consumer is on Twitter, the brand should be on Twitter; if the consumer is on Instagram, the brand should be on Instagram.” Pizzinato said Four Seasons expanded that philosophy in developing its content marketing strategies and tactics. “If you take the notion of meeting your consumers where they already are and go one step further, you can define content marketing as creating compelling and engaging content with the right degree of frequency across all relevant channels to establish a fully realized and differentiated voice for your brand.” Get the full story at Hotel News Now