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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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24. Remaking, Remodeling, and Repurposing Content

“Every marketer with half a brain knows viral isn’t something you can buy in a bottle.”

Everyone knows glass is recyclable. Until recently, no one realized just how far glass recycling could go in a digital environment. A video made for a Corning investor event in early 2011 has (much to the surprise of Corning executives and its agency) gone mega-viral on YouTube. With upward of eight million views in four short weeks, it’s the most-watched corporate video in YouTube history. Maybe even in all of corporate video history.

Every marketer with half a brain knows viral isn’t something you can buy in a bottle. And if it were, it wouldn’t come with a guarantee. But what smart marketers who invest time ...

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