CHAPTER 7

Start the Conversation

Early on in this book, we talked about the “handshake moment,” and in this chapter, we'll unwrap that concept further. After all the planning, segmenting, and analyzing, the channel strategy is in place, and at some point, you have to start the conversation. But, just how do you get noticed? This chapter addresses how to gain the attention of the audience so you're not just part of the noise.

It's no longer a question of whether you should insert yourself into the world of content marketing. It's a matter of when you are going to start talking and what you are going to say. What is your handshake moment? What is your unique value proposition to the audience?

This chapter is all about deciding what you are going ...

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