Chapter 6
Content Marketing and Marketing Content
IN THIS CHAPTER
Grabbing attention with content — good, bad, and ugly
Checking out content marketing strategies that work
Seeing user‐generated strategies that build sales, not just fun posts
Trying writing tips for trust, transparency, and results
Nothing points to the power of content marketing and publicity versus just advertising more than the 2016 presidential election. Per advertising and paid media expenditures, Donald Trump spent $239 million compared to Hillary Clinton’s $451 million. You’d think that would make the difference because, in many cases, elections are popularity contests, and whoever has the most name recognition often wins. Well, that does hold true quite often. But the most credible name recognition comes from the “news” media or the many mentions, good and bad, that come from reporters, political commentators, community leaders, and other authorities we choose to believe. This is where Trump took over.
Throughout the campaign, Trump’s mentions on the news were close to twice that of Clinton’s. Any mention — ...
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