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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 17Finding Your Content Assets

Searching is half the fun: life ismuch more manageable whenthought of as a scavenger hunt asopposed to a surprise party.

JIMMY BUFFETT

You’ve done it. You’ve developed why you need the content, created and vetted the audience personas, and identified the buying stages where this essential content will impact the business. As you start to dig into your content marketing channel and workflow strategy, you realize that you simply don’t have enough brand stories to meet the demands of the content marketing initiative.

In many content marketing programs, the core brand stories deal with transforming an employee’s, customer’s, or stakeholder’s passion and expertise into one or multiple stories. How many times have ...

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