From the course: Building an Integrated Online Marketing Plan
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Understanding the purpose of content marketing
From the course: Building an Integrated Online Marketing Plan
Understanding the purpose of content marketing
- [Narrator] We've done a lot of research and a lot of planning and now it's time to create the big picture. Content marketing is not just about writing blog posts or Facebook posts. It's about developing content that you can use and reuse in multiple applications and formats. If you are like me, you are tired and frustrated by the amount of advice given to simply create content. People are tired of writing articles, even if they like doing it in the first place and here's the problem. Most people don't have the time to sit and write blog posts all day. Let's approach this differently. First stop thinking in terms of a linear funnel process and developing content based on that process. People's actual behavior is completely fragmented. Forrester research created this guideline of the customer decision-making process. This is called the messy middle. We go to different sources. We consume…
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