Content Is King. Now What?

Content Is King. Now What?

If you’ve read anything about social media, permission-based marketing and/or Web 2.0, you’ve doubtless heard the maxim “Content is king.” And, if you work in any field other than marketing or publishing, your reaction to that adage is probably some variation of, “Great. What does that have to do with me and my business?” Content is king because, by providing customers (current or potential) with relevant and useful information, you establish a relationship that positions yourself as “someone who knows what he/she’s talking about” rather than merely “someone who’s trying to sell something.” From whom would you rather buy? Ever patronized a local hardware store because you know you can get expert advice about whatever project you’re working on rather than because they have the best prices? That, in essence, is the underpinning of content marketing. (And it’s also the key to competing on value rather than price, but that’s a topic for another post.) Content marketing not only helps distinguish you and your business...
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