Emmanuel Laroche, VP Marketing & Consumer Insights for Symrise NA shares his tips for content marketing success based on Symrise’s content strategy at Content Marketing World 2014. Before beginning they determined their objectives, which were to become a thought leader, provide value to customers and potential customers and to create a content platform that they “owned.”

A common worry among B2B companies is whether they have enough content; Emmanuel explains that content marketing is definitely about quality over quantity. For content marketing to be effective, it must be relevant, targeted, authentic and engaging. Emmanuel’s most important tip? “Always stay ahead!” He suggests creating a content calendar for the next three months.