CHAPTER 3Why Content Marketing?

It isn’t uncommon for managers atsenior levels of large organizations to beso out of touch with customer orproduction reality that they don’t knowjust how broken some of theirbusiness processes are.


When you have a question or a problem, where do you go for the answer? Most likely a search engine such as Google.

When you are browsing through your favorite social networking site, what do you tend to share? Perhaps interesting stories or clever images?

When you are working out, do you possibly listen to interesting pod-casts or to the latest business audiobook?

When you are doing research to purchase a hotel room or perhaps buy some new business software, ...

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