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Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media by Rebecca Lieb

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4. What Kind of Content Are You?

“The first rule of knowing what kind of content you’ll create is knowing who you’re creating it for.”

The title of this chapter is something of a trick question. Sure, content marketing means developing content around your business, your products, and your services. But that content isn’t supposed to exist in some you-oriented void. Content is aimed externally: at customers, prospects, buyers, brand advocates, bloggers, the media, people participating in social networks, and potentially employees (if you’re recruiting).

So the first rule of knowing what kind of content you’ll create is knowing who you’re creating it for. This will not only help you determine what kind of content, but also in what form and where ...

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