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I love this post. There seems to be a deep and long-running misconception about how content and marketing can work together. Not sure if it's a carryover from the church & state wall in traditional media, the crossover or merging of roles (e.g., journalism to marcom), any of a dozen other factors, or all of the above.

Whatever the case, success with this type of strategy definitely demands a clear vision of how (and what) it needs to work -- neatly summarized by this list, coincidentally.

Content marketing is so important! These were some good points. Another source for helping you improve your content marketing is the book "Made to Stick." After reading it, my whole team was commonly heard to ask of our messaging or content, "Is it sticky?"
Thanks for the post!

The creation of new, relevant, creative content is always problematic. It doesn't come easy. After a mere three months of intense content blogging, I've come to agree with David Meerman Scott: Content is King. But, again, far easier said than done.


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