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What’s the difference between publishing and content strategy?

In Content Strategy by Mark BrownJune 15, 2018Leave a Comment

If you’re thinking publishing and content strategy have something in common, you’re right. It’s not just because content marketing grew out of the practice of custom publishing, where a brand …

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How do you get a creative content strategy?

In Content Strategy by Mark BrownMay 16, 2018Leave a Comment

Creating fictional marketing personas and writing interesting blog posts can be a daunting task. Especially for business owners who don’t consider themselves ‘creative’. But the good news is that creating …

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What are the benefits of content strategy?

In Content Strategy by Mark BrownApril 6, 2018Leave a Comment

Planning and implementing a content strategy is the best way to ensure that your business can be competitive and successful for the attention of customers. However, many businesses are unfamiliar …

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The cash value of content marketing assets

In Content Strategy by Rob JohnsonDecember 7, 20171 Comment

What assets does your business have? Your staff, obviously. Your equipment, and possibly your premises. You don’t generally think of your marketing as an asset. It’s more of a cost. …

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How to create value from content marketing

In Content Strategy by Rob JohnsonNovember 2, 2017Leave a Comment

A review of Killing Marketing: How innovative businesses are turning marketing cost into profit By Joe Pulizzi and Robert Rose   Around 15 years ago, there were companies going around …

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The night content marketing changed the world

In Content Strategy by Rob JohnsonSeptember 29, 2017Leave a Comment

In the afterword to the book Experiences, Robert Rose and Carla Johnson wrote about creating content experiences that have the potential to change the world. It reads a bit like …

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Measuring content marketing effectiveness

In Content Strategy by Rob JohnsonJuly 27, 2017Leave a Comment

The only measurement of the effectiveness of your marketing is sales, right? Well, no, actually. Counting sales doesn’t measure the effectiveness of your marketing, just the results of it. Measuring …

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What does content strategy look like?

In Content Strategy by Rob JohnsonJuly 25, 2017Leave a Comment

I’ve been trying the draw a picture of content strategy, and it’s difficult. When most of us read the word ‘strategy’ we think of moving chess pieces around a board. …

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One good reason to do podcasting

In Content Strategy by Rob JohnsonJuly 13, 2017Leave a Comment

Every year there’s a ‘next big thing’ in content marketing. It’s generally a medium that promises greater cut-through or engagement that the others. This year, for example, it’s video. Last …

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What you need to get started in content marketing

In Content Strategy by Rob JohnsonJune 23, 2017Leave a Comment

It’s all a bit overwhelming, trying to get started in content marketing. All these companies and marketing experts are telling you that content marketing is the thing you have to …

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