One of the most common issues companies seem to grapple with as they get pulled, kicking and screaming, into a content focused world of digital marketing is content creation.
Of course, anyone with half a brain can create information, but “content” implies usefulness or utility. Content has purpose and content marketing is meaningful information designed to be useful for a certain audience with the intention of inspiring an outcome or action. A lot of companies are creating information, not content, under the label of “content marketing”.
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