2. Content Marketing: A Deeper Dive

It was a tricky situation. We all want to lead with content marketing, but how do you do that when no one knows what your product is?

A company that shall remain nameless for reasons that will become obvious was looking for a solution to a problem that it felt imperiled its very existence. This national telephone company, which had recently been privatized from its previous government ownership, was suddenly concerned about a competitor its new owners kept asking about: Google.

Google sells ads to small businesses, and those businesses no longer want to be listed in the Yellow Pages, which is bad news for our heroes. What, they asked, can we do to convince small businesses that this is a mistake? How do we ...

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