Cary, N.C.

Heather Fletcher is senior content editor with Target Marketing.

Rather than viewing restructuring as a scary prospect, Alison Bolen of Cary, N.C.-based SAS decided to view it as an opportunity to align the analytics software and services provider's content marketing strategy. Speaking Thursday morning at Content Marketing World NYC, the editor of blogs and social content at SAS shared how the company modified its program.

SaskTel was the Sasquatch of Saskatchewan. For years, the communications giant dominated the province's long distance and local phone markets. But competitors started to muscle in on its Regina-based territory like the Montana bears that cross over from adjacent Glacier National Park. So the company had to rethink its business strategy and direct marketing mix and, clear through 2009, is continuing to adapt to the rugged, changing communications environment in Western Canada.

Cary, N.C.-based business-intelligence firm SAS Institute Inc. (www.sas.com) has extended the capabilities of its SAS Digital Marketing product with RSS and Dynamic Web Publication support, providing further access to more channels of communication. In addition, a digital content repository now is included along with an in-line content editor that enables easy editing and testing of content for multiple channels simultaneously.

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