CHAPTER 4The Business Model of Content Marketing

People get into a rhythm that makesthem resistant to change. To understand themind-set, try switching hands whenyou brush your teeth in the morning.

GARY GESME, DEERE & COMPANY

There have been many examples of content marketing throughout the years. Yes, John Deere sells tractors to farmers, but John Deere is also a publisher. Deere creates and distributes content just like any media company in the agricultural space. But the business model behind it is very different from others.

SHOW ME THE MONEY

There is only one thing that separates the content developed by a media company and content developed by brands such as Intel, John Deere, or Walmart: how the money comes in.

For a media company, content ...

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