Chapter Overview
Content is a major part of the business marketing process. By providing the information a prospect or customer needs, it offers evidence proving the claims a company makes in its marketing materials. This chapter introduces a process to gather that information and present it in the most compelling way possible. And it presents a Creative Brief summarizing strategy, audience, and messaging.
The Content
Content has always been important in marketing. Especially solid, thought leadership content that provides valuable information a customer can use. The kind of information that gets picked up quickly on Google and is read and reread thousands of times.
It offers evidence of your claims about your products or ...
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