Chapter 1

Defining the Content Marketing Opportunity

In This Chapter

arrow Understanding content marketing

arrow Leveraging the power of search

arrow Understanding the broad reach of content marketing

arrow Shifting from a marketing to a publishing mindset

arrow Developing content

arrow Establishing expertise

arrow Committing to the long-term

arrow Benchmarking other businesses

Congratulations! You’ve made the decision to use content to promote your business, and you’re ready to get started. This book introduces you to the content marketing opportunity. Thanks to the free and open nature of the social Web, businesses can build brand awareness, develop relationships, and boost their profits in amazing ways. The trick is understanding ...

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