© Michael Killen 2019
Michael KillenFrom Single to Scalehttps://doi.org/10.1007/978-1-4842-3814-1_5

5. Creating Content for a Scalable Product

Michael Killen1 
Honiton, UK

I truly hate the word content; it’s dry and it doesn’t have context. It’s overused and most important, it’s like creating a product. You can build as many widgets as you like, but if you’re not promoting and sharing them, no one is going to buy. However, we have to create helpful, valuable content that attracts readers, converts leads, and makes sales.

Online, free content such as blog posts and videos are a core part of a content marketing strategy for online scaled businesses. The beauty is that you can write a handful of stellar pieces and they’ll work in the background for ...

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