BY JOE PULIZZI
Do not follow where the path may lead. Go instead where there is no path and leave a trail.
This chapter is all about content, or media, types. These are not channels (such as LinkedIn or your website), although some, like blogs, can mean both a content type and a channel. Regardless, as you run through these content types, think of the types of content that will make the most sense based on your marketing objectives.
There’s a lot to cover. We’ll discuss blogs, newsletters, white papers, articles, e-books, webinars/webcasts, videos, custom print magazines, print newsletters, digital magazines, podcasts, executive roundtables, industry ranking systems, printed books, audiobooks, online events, ...
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