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One Comment

  1. Ryan Law says:

    So very true. Content, in it's own right, isn't a viable marketing too. After all, the web is awash with content, and very few businesses manage to effectively capitalize on it. As this article points out, it's the underlying strategy that informs the efficacy of content.

    For content to drive traffic, leads and conversion, it has to be valuable – and that's a combination of correctly identifying your target audience; appealing to their desires and pain points; and creating consistently great content. Too many businesses are overeager to jump on the content marketing bandwagon, without any thought for the reasoning behind the content – and their content is useless as a result.

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