A content marketing strategy for a non-profit organization is not a segment of their overall marketing; it is all their branding, all their marketing and all of their social media. Claire Axelrad of Clairification.com shares with Martin van der Roest of the Examiner how content marketing is the heart and soul of marketing, even labeling it a synonym for branding. “It’s how all of these aspects of your personality come together and how you deliver on your mission or on your brand promise in a way that aligns with your constituents’ desires and values. It really determines the kind of relationship that they’re going to want to have—or not have—with you.”