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Launch: How to Quickly Propel Your Business Beyond the Competition by Michael A. Stelzner

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Why the Formula Works

Why does great content matter? Do you really need great people? And can you get by with the marketing engines always on? Why must these three ideas work together?

Let me use the movie industry as an example. An incredible movie with a really stellar storyline may never make it to your town because it lacks the name recognition of a known actor and support of a major studio. It might be seen in a few random places, but will likely never become the blockbuster it could have been.

Similarly, you might be able to produce outstanding content. But if the right people do not see that content, what impact is it having on your business?

Back in 2006, I was a new blogger focused on empowering other writers by sharing tips on how to craft content and market it. I had a rather small following. The biggest blog in my world was Copyblogger.com, run by Brian Clark. I reached out to Brian and asked if he'd be willing to let me write an article for his site. He said sure.

I put together a nice post and it went live on Copyblogger.com. The response from Brian's audience was off the charts. It led to me landing a nice gig from one of his readers, and it opened my eyes.

I learned that good content really does matter. But where the content resides is just as important. Because Copyblogger had a huge base of people who matched my ideal readers, writing for Brian's site was a wise move for my business. I gained the exposure and the support of a power player. Thus, great content ...

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