image Chapter 1

Understanding Branding, Content Strategy, and Content Marketing

Abstract

The web provides an ever-changing, morphing platform for content, which is an ongoing conversation between your company and your customers. We need to keep up, not only with the technology but also the audience—who are they, what do they want, and how can we get their attention and keep it? The answers to all of those questions start with one thing—content strategy. We need to learn about our audience, figure out how to reach them, and enter into a conversation with them so that there is trust and comfort. To do that, we need a solid system that keeps us on track ...

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