In his award-winning debut book, The Death of Content as King, Hinderliter addresses the critical paradigm shift in the marketing industry from content-driven methods to a data-driven approach.

“The marketers that take up the charge to create a data democracy will be the founding fathers and mothers to a legacy from which their organization will benefit,” said Hinderliter, who is the director of marketing and communications for University College at Washington University in St. Louis, Mo. “A better world for marketers and consumers can be built from data.”

Hinderliter traces the history of content-driven marketing efforts and how technology has changed the landscape. He offers marketing professionals new insights on how to partner with the dominant search, social, and e-commerce platforms to master consumer intent, audience understanding, and finding data value.

Embracing data allows marketers to find insight in building their own data democracy, working with stakeholders, and creating personalization that scales, says Hinderliter. He gives his readers a fresh perspective on the latest digital platforms and how to capture and use data in a different and more effective way.

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