As more and more people tune out from traditional advertising, businesses find themselves striving to reach customers in new ways. A logical place to start is on social media, where many of us spend a significant part of our day. Enter content marketing: a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Stantec, an international professional services company in the design and consulting industry, is one example of a company that’s using content marketing, in the form of blogs, to reach its target markets effectively. The company has a well-developed editorial process that leverages employee experience for its blogs. Together, technical experts and marketing professionals create and disseminate powerful (and useful) stories that attract potential clients and win new business.