CHAPTER 15
Finding Your Content Assets
BY BRIAN PIPER
Searching is half the fun: life is much more manageable when thought of as a scavenger hunt as opposed 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 may 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. ...
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