CHAPTER 1

Educating Targets with T-R-U-S-T-E-D Content

Traditional marketing talks at people. Content marketing talks with them.

—Doug Kessler, Cofounder of Velocity

Did you ever imagine a world without cold calling or interrupting ads? How about one where marketers share their secrets for free? There go all of our textbooks on baiting audience attention and holding them hostage to switching costs and the remorse of lost opportunities.

But in the immortal words of Charles Dickens, these are “the best of times and the worst of times.” As quickly as sales personnel and marketing communications departments are departing their professions, brand publishers and entrepreneurs are relishing the opportunity to unseat the big dogs in their industries ...

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