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Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi

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CHAPTER 5The Business Case for Content Marketing

If the facts don’t fit the theory, change the facts.

ALBERT EINSTEIN

Even though content marketing is not new by any stretch, it’s a fairly young discipline. That means there are a number of marketers and business owners who need to be persuaded into trying content marketing for the first time.

Robert Rose, lead author of Managing Content Marketing, makes the argument that the content marketing business case takes on the same components as a proper business plan.

1. What’s the need? What do you hope to accomplish with your content marketing?

2. How big a need is it? Is the need big enough to build an entire plan around it?

3. What’s the business model? How does it work? What do you have to do? ...

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