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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit by Robert Rose, Joe Pulizzi

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CHAPTER 8

Today: The Beginning

BY JOE PULIZZI

Buy land, they’re not making it anymore.

—Mark Twain

If you try to do something and fail, you are vastly better off than if you had tried nothing and succeeded.

—Anonymous

Success at this new marketing approach doesn’t happen overnight.

The Cleveland Clinic, one of the largest hospital networks in the world, started its content journey like most other enterprises—one publication at a time. After years of adding targeted magazines to different buying groups (for example, a number of patient magazines), it made the decision to create a true content destination.

That destination, called Cleveland Clinic’s Health Hub, is one of the leading resources in the world on patient issues, and it attracts more ...

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