CHAPTER 3
Why Content Marketing?
BY JOE PULIZZI
People don’t buy what you do; they buy why you do it.
SIMON SINEK
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, clever images, or funny videos?
When you are working out, do you possibly listen to entertaining podcasts or to the latest business audiobook?
When you are doing research to book a hotel room or perhaps buy some new business software, what do you look for? Maybe a research or comparison report for the software?
In each case, it’s content that solves our problems, makes us laugh, or gives us the ...
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