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The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer by Nicholas Johnson

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9. Content Marketing to Drive Engagement

“One must require more marketers to develop content capabilities so there’s a way to engage other than selling and pushing. Marketers must be looking to stay relevant when people aren’t in a place to buy.”

—John Kennedy, CMO of Xerox

As we’ve seen, “content marketing” is an increasingly popular and important term in the world of marketing in 2015. Before going into detail on what is a broad and somewhat amorphous topic, it’s worth trying to define the term. Content marketing is simply about using engaging, relevant content to attract an audience.

It’s about finding valuable, shareable insights to engage—not sell—to an audience.

It’s a concession that customers have a choice and that you’ve got to offer ...

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