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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 8What Is Epic Content Marketing?

The first problem for us all, men and women,is not to learn, but to unlearn.

GLORIA STEINEM

Before we dive into what makes content marketing work, let’s look at why your current content may not work for or benefit the business.

It’s all about you. Remember, customers don’t care about you; they care about themselves and their problems. We often forget that point when we describe how wonderful our widget is (that no one cares about). The more you talk about yourself and your products, the less that content is spread and engaged in.

You are afraid to fail. Taking chances with your content and experimenting a bit reveals the possibilities for your content marketing and uncovers new and valuable customer stories. ...

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