CHAPTER 1What Is Content Marketing?

You do not lead by hitting people over the head—that’s assault, not leadership.

DWIGHT D. EISENHOWER

In March 2007 I left a six-figure executive position at the largest independent business media company in North America to bootstrap a startup. Many of my friends and mentors actively went out of their way to tell me I was making a mistake. Don’t let anyone tell you it’s not fun to start a business!

For the previous seven years I had worked with brands from around the world helping them publish and distribute their own stories to attract and retain customers. By 2001, it was easy to see that effective marketing was starting to look more and more like publishing. Large brands were seeing amazing results by creating ...

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