CHAPTER 4

Pick Your Party

So far, the discussion has centered on how to join in and have a meaningful conversation with your audience. Here, the discussion moves from the rules of engagement in your conversation to the venue (i.e., choosing your channels). Equally important to the how of your conversation is the where. It should all fit seamlessly together when you think about it; part of learning how to talk to your audience and engage them in conversation is deciding where to talk to them in the first place. In essence, you have to pick your party.

Your content marketing strategy consists of multiple touch points along the path to purchase, all part of a content ecosystem. The conversation you are having as part of your content marketing strategy ...

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