Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including his latest book Epic Content Marketing (McGraw-Hill). Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

By joepulizzi published April 16, 2008

4 Easy Steps to Getting Found on the Internet

After speaking at the min day summit yesterday, I was able to connect with a few publisher friends of mine I haven’t seen in quite a while.  For one person in particular (who will remain nameless), I didn’t pick up their business card – and wanted to send a follow up email.

While searching online, I couldn’t find the person’s email address. Now, this is a very successful publishing executive. When I typed his name into Google, it was like he didn’t even exist.  On the company site there was no direct contact information. After about 5 minutes of searching through documents in Google, I finally found his email in a pdf document.

I wonder – does he know how hard it is for people to find him on the web? Being a marketing and publishing executive today is all about being accessible. That aside, what does it say about his web knowledge, or how his company positions executives, that they make it a chore for people to get in touch with him and the company?

Seth Godin, in his book Meatball Sundae, has an excellent example about this very topic. In his example, he was discussing how getting the direct contact information for Bank of America’s CEO was almost impossible – guarded by layers of hoops, contact forms and gatekeepers. Not only does this present a customer service no-no, but it is exactly the opposite online perception of what the web was built for – transparency, easy access, openness, etc.

Because of this one small situation, my perception of the person and the company has changed – and I’m not even a customer. I wonder what customers must feel like when trying to get in touch with company executives.

Make sure as a marketing professional you are taking care of your own online persona, as well as your company’s.  Here are some simple things that will help:

  • Make Your Email Accessible – Put your email address and contact information on the “contact us” portion of the web site. Web forms are fine (we use one on the Z Squared Media site), but make sure executive emails are accessible. The easiest way to do this is to set up a Media Room on your site, that includes all your basic company information, including press releases and contact information. Here is what we use for Junta42’s Media Room. I have my direct email information on the contact us page (and my blog). The contact us page also includes other emails depending on what you need to do.
  • Create a Press Release Strategy – Online press releases shouldn’t necessarily be leveraged to get you press. The key goal should be search engine optimization. A regular press release strategy makes sure that you and your company information can be found easily through the search engines. We use PRWEB for our press releases.
  • Google Alerts – Most executives I talk with use Google Alerts for industry keywords, but many forget to use them for their own company, as well as their own names. Go to Google Alerts and make sure you monitor your company’s name (including misspellings), your key brands, as well as variations of your name.  Whenever there is a mention on the web, Google will send you an email. That way, you know who’s talking (or not talking) about you on the web. You may also want to monitor your competitors while you are at it.
  • Get and Update Your LinkedIn Page – Not only is LinkedIn a great way to stay connected to business colleagues, it also gets great search rankings.  For my own name, LinkedIn makes the first page.  From their statistics, I get about 20 people a week that find me through LinkedIn. I’m not sure why some people still send out MS Word resumes in emails anymore. Just send your LinkedIn page.
  • Other Helpers – Creating a Facebook page, sustaining a blog and/or authoring guest blogs on other sites, and keeping your profiles updated on social networking sites such as Digg and StumbleUpon all help.

How accessible you are on web is incredibly important to your online brand strategy.  Make sure you know how you are being perceived, and how easy or difficult you are making it for your customers to contact you. These are very simple strategies that are more and more a requirement in today’s connected world. I’ll be sending this link to my friend.

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By joepulizzi published April 14, 2008

New Research: Business Marketers Spending Big on Custom Publishing/Media

We are proud to release research regarding how business-to-business marketers are spending and thinking about customized content (custom publishing, custom media, content marketing – you pick the term).

Junta42, in association with BtoB Magazine, surveyed 150 marketing professionals focused in btob markets. The findings were pretty clear: content marketing is alive and growing within the business-to-business sales cycle.

Here are some key findings:

  • Business marketers are allocating almost 30% (29.42% to be exact) of their marketing budgets toward the creation and execution of customized content.
  • Even in a depressed economy, 42% of marketers increased their content marketing budget in 2008, with only 12% decreasing budget.  The rest held budget.
  • Seven out of 10 business marketers produce an eNewsletter for their customer base. Half the marketers produce white paper or case studies as part of their marketing mix.
  • 28% produce a blog for customers.

Here is the formal releasebut you can check out the results overview here on the Junta42 site.  More to come.

Enjoy!

By joepulizzi published April 9, 2008

A Content Marketing Lesson from the Transformers

It’s interesting that my two sons are playing with some of the same toys that I did when I was their age. This is especially true for the Transformers. I will admit that today’s Transformers are a bit more advanced, but the premise is the same. I brought my old Transformers down from the attic, which proved to be mildly thrilling to my sons.

The hot toy my son Joshua just received is called Ultimate Bumblebee. Ultimate Bumblebee is a Transformer that turns into a 2008 Camaro. Bumblebee talks on command, and will play certain songs depending on what you do with it.

One of the songs it plays is Devo’s “Whip it,” a very popular song in the early 80s (that I know by heart). Bumblebee plays two different, five-second versions of the song (you can hear both in the above video clip).

Here’s the content marketing/branded content lesson in all of this…

By giving away those two relevant (through Bumblebee’s radio), short audio clips as part of Ultimate Bumblebee, my kids starting singing the song, as well as asking me more about it.  From that discussion, Joshua started to search the Internet for Devo’s “Whip It” (the song copyright is on the outside of the box), and we watched the video on YouTube (possibly a bad parenting example there).

They liked it so much, we decided to buy the song from iTunes. Who knows what’s next…Devo fan club perhaps?

After the experience, I realized that this was the perfect example of how content marketing and branded content works.

  1. Provide valuable, compelling content that is relevant to the customer. (Devo’s song coming from Bumblebee’s radio made perfect sense. It was also in line with Bumblebee’s personality [I won’t go too deep into that]).
  2. Take away all barriers to the customer sampling or engaging with the content. Make it free and accessible.
  3. Make sure you are not selling (this was more like a free demo, or sampling).
  4. If the customer’s interest is peaked, make sure they can easily find more information on your “for sale” products. (Devo’s information was on the back of the Ultimate Bumblebee box.)
  5. Product should be easy to buy (took 3 seconds to buy the song through iTune).

Above is the perfect scenario from initiation to engagement to purchase. Now, I have no idea if that’s why Devo gave the rights to Hasbro for the piece, but I can only imagine the number of Dads around the world who are singing “Whip It” to their kids.  God help us all.

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By joepulizzi published April 7, 2008

Custom Magazines Can Save a Dying Print Industry

In reading Samir “Mr. Magazine” Husni’s most notable magazine launch of 2007 (Condé Nast Portfolio), I couldn’t help to think that there is a huge opportunity for marketers in, yes, print.

Work with me here for a second…

Mr. Magazine states that “Condé Nast felt so sure of the current desire for good content that
they fed over $125 million into the launch of CN Portfolio, our Most
Notable Launch of the Year. So far I haven’t heard one whisper of
disappointment concerning that investment, except of course from the
prophets of doom and gloom.”

He’s right (and so is Portfolio), relevant and valuable content can live anywhere, even in print.  And though Mr. Magazine states that 2007 had 200 fewer traditional print launches than in 2006, the 2007 number is still substantially higher than that of 1991.

Couple thoughts…first, I believe that the number of traditional magazine launches will continue to go down (yes I know, big leap). More investment is going into online and print will continue to be challenging for marketers to measure results. So, publishers will continue to go online.

Second, less print means more opportunities for those still in the game – publishers as well as marketers.

Third, almost everyone I talk to or work with still LOVES print.  As much as I believe in the growth of online and mobile (and I do), people interact and engage with print in ways that are difficult to replicate online. I still take about 10 magazines with me on every trip.

If you, as a marketer, buy into this, than you should consider some form of print custom communications as part of your content marketing plan.

Here’s some equations –

Less Traditional Print = Greater Share of Customer Attention (easier to cut through the print clutter)

More Attention + Continued Customer Print Behavior = Key Channel to Build Your Customer Relationships

Print, by itself, is ignorant and wasteful. Print, integrated with online media, can be extremely powerful.

The Focus on Web May Have Blinded Your Competition

Traditional marketers are moving money in barrels over to the online space. At a recent BtoB conference, it was stated that Microsoft and Intel are putting 50% of their marketing money into the online space. I’m sure your competitors are starting to move in this fashion as well.  And they are all right to do so.

But an integrated online strategy works best with a marketing mix that includes print.   Our sponsorship drive for the 2007 Junta42 Golf for Autism showed us this last year. Even though we sent multiple emails to sponsors regarding donation opportunities, most sponsors took action when they received the print piece in the mail (over 60% used the print mail form). All of the marketing we did had impact individually, but used together we saw results.

Also, look at the USPS launch of Deliver magazine. They’ve been investing more and more into this magazine for marketing professionals – and have been pouring on the online marketing in conjunction. I found this banner ad promoting subscriptions on BtoB magazine today. (btw, they’ve also been investing many more resources into their website, which was pretty much non-existent just a few years ago.)

Look at your content marketing.  How can you integrate print into your plan?  Is there an opportunity in your industry to cut through the clutter?

There will most likely be less traditional magazine launches in 2008. Could custom magazines like Deliver save the print industry?  Possibly…

But, before you do anything, test it out.  The worst thing you could do is just spam your customers and mail out to your full list.  Get their permission first.  Focus on the 80/20 customers that mean the most to you. If successful, expand from there.

By joepulizzi published April 4, 2008

The Freelance Writing Retirement Plan

Freelance writers are one of the cornerstones of the content marketing industry.  Frankly, much of the great content that is created by corporations comes from freelance writers and journalists.

That said, many freelancers are looking for something more.  Many don’t want to work more hours, or raise their rates. Many are looking for something more secure.

My take is that freelancers should concentrate on building an asset.  That is the core of the Freelance Writing Retirement plan.

In this American Society of Business Publication Editors guest blog post I cover three ways writers and journalists can begin to develop their work into an asset that can bear fruit in the future. These include:

  • Choose a niche topic and begin creating content.
  • Create and distribute content products.
  • Create a service that is unfulfilled in your niche topic/industry.

Check out the post for more.

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By joepulizzi published April 3, 2008

The Content Marketing Book – Get Content. Get Customers.

One of my colleagues (thanks Ian) reminded me that I haven’t been doing a good job promoting our upcoming content marketing book, Get Content. Get Customers. For those of you who don’t know, the book reunites two Penton Media, Inc. alum, myself and Newt Barrett, my co-author, and is a follow up to our successful eBook of the same title.

As Newt points out, we started this journey approximately nine months ago. On my way down to Cincinnati to see a client, I called Newt from the car to catch up. Little did we know that we were both working on books around the same topic – how businesses can use the tenets of publishing to attract new customers – what we affectionately call “content marketing.”

We finished the book about a month ago, and are in the process of finalizing the design and preparing to publish. Although it was truly a labor of love, I love how it turned out, and the initial reaction from our reviewers was simply fantastic.

I think the reason this book resonates is that there is so much talk about the importance of content and why to use it in your business, but so little on the “how.” Our goal was to create a book that marketers could pick up and instantly take away best practices to impact their businesses – considering both web and print initiatives.

We are currently working on updating the book site, getcontentgetcustomers.com, where we will offer free chapters, success stories and resources. The book will be available sometime in the next 60 days. Look for the exact date soon. The book will be available for sale on the website, as well as Amazon.com and Barnes&Noble.com. (btw, this image is the actual book cover)

Stay tuned for more…

By joepulizzi published April 2, 2008

Content Marketing: Information Is Your Product

I was recently approached by Patsi Krakoff over at the Writing on the Web blog about writing a guest post on content marketing. I applaud Patsi for her focus and guidance on the content marketing movement. I noticed right away that Patsi’s tag line is “How to Use Content Marketing to Attract, Sell and Profit Online.” Great Stuff!

Here is Part 1 of the seriesClick here for Part 2.

Here are a couple key points from the article series:

  • Selling in today’s marketing environment is about not selling.  Traditional organizations are wary of this because they feel that they are missing out on the chance to sell something (they think). Providing consistent, high-quality information to customers and prospects is becoming the best, and possibly in the future, the only way to create a relationship with prospects that enables a sale to happen.
  • For the most part, consumers are turning away from anything that directly markets to them
    without first having a relationship with your brand. It’s very
    difficult, if not impossible, to create a sustainable relationship with
    a customer without first delivering valuable content.
  • To be successful at this method, an organization needs to look at their ongoing customer and prospect communications as a product to be researched, nurtured, and constantly improved.

Check out the entire series for the rest.  Thanks to Patsi for the opportunity, and please check out her blog. Patsi has an excellent hand on today’s ever-changing content marketing environment.

By joepulizzi published April 1, 2008

Age of Conversation 2: Why Don’t People Get It?

I’m honored to be one of the authors for the second edition of Age of Conversation. The initial book was a collaborative effort written by 100 of the leading online marketing thinkers discussing the power of ideas in this online and social media world.

A recent Amazon bum rush resulted in the Age of Conversation reaching #36 in Amazon’s business best sellers and #262 on the overall charts. Congratulations to Drew McLellan and Gavin Heaton for bringing it all together.  Impressive indeed, for any book.

If you haven’t already, get your copy here. Well worth it.

So, Drew and Gavin have decided to do it again with an even more impressive array of authors for Age of Conversation: Why Don’t People Get it?

Each expert author will have their own take on what people don’t get in today’s world of consumer control (mine included). I have a strong feeling that this version of AofC will be even more important, because there is more at risk for those organizations that fail to grasp the opportunity of content marketing, especially online content marketing.

Here is the complete list of authors for Age of Conversation: Why Don’t People Get it? Please take some time to check out some of these amazing experts below in advance of the book.  I’ll have more to come on this in the future.

Adam Crowe, Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob Carlton, Bob LeDrew, Brad Shorr, Bradley Spitzer, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Clay Parker Jones, Chris Brown, Colin McKay, Connie Bensen, Connie Reece, Cord Silverstein, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Goldstein, Dan Schawbel, Dana VanDen Heuvel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Darryl Patterson, Dave Davison, Dave Origano, David Armano, David Bausola, David Berkowitz, David Brazeal, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Emily Reed, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, G. Kofi Annan, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Graham Hill, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, J.C. Hutchins, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeremy Middleton, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, Joe Talbott, John Herrington, John Jantsch, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Flowers, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kris Hoet, Krishna De, Kristin Gorski, Laura Fitton, Laurence Helene Borei, Lewis Green, Lois Kelly, Lori Magno, Louise Barnes-Johnston, Louise Mangan, Louise Manning, Luc Debaisieux, Marcus Brown, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Mark McSpadden, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Hawkins, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Monica Wright, Nathan Gilliatt, Nathan Snell, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul Marobella, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Beeker Northam, Rob Mortimer, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Cribbett, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tiffany Kenyon, Tim Brunelle, Tim Buesing, Tim Connor, Tim Jackson, Tim Longhurst, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

By joepulizzi published March 27, 2008

Tales Equals Sales: The Power of Marketing Storytelling

Here is my latest article from Chief Marketer magazine on the power of storytelling. Some excellent examples here from Unilever’s Degree (Degree Rookie campaign) and Blendtec’s Will it Blend?

Aside from the examples, here’s the real core of the article:

Storytelling, sometimes referred to as content marketing or custom media, consists of delivering the brand product message as relevant and compelling information. Instead of marketers following a playbook,  storytelling requires much the same mixture of rational and emotional messaging that you’d find in a New York Times feature, or even on primetime television drama.

Smart marketers are realizing that they don’t have a choice anymore when it comes to reaching consumers. In today’s business environment, the 4 Ps of marketing can be copied verbatim by an outside competitor. The only
separation is communication – how a marketer tells its story.

Although I prefer the term content marketing, many leading content experts such as Story Worldwide and Storybrand Consulting have picked up on the “storytelling” concept.

Whatever it’s called, the “story” is the same – deliver relevant, valuable and compelling information to your customer, and reap the rewards of engagement, loyalty and, ultimately, purchase.

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By joepulizzi published March 26, 2008

Content Marketing at 4 Companies – IBM, Siemens, CIT and Information Builders

In yesterday’s post I gave an overview of the BtoB NetMarketing breakfast where leading marketers discussed, in detail, the use of content in their overall marketing plans. What we are starting to see is an evolution of the marketing profession into a marketing/publishing mixture.

Here are some of the highlights that pertain to online content marketing.

Bill Stabile, Siemens Corp.

  • According to Forrester, the majority of marketers want to put more budgetary funds into the web.  This includes Siemens, which at the present time puts 20 – 30% into online.  Mr. Stabile stated how huge this number is, especially since, according to him, Siemens barely had an online footprint a few years back.
  • Siemens is positioning themselves around online thought leadership and credibility, with a focus on engagement.
  • There is no doubt that online is the focal point of their ongoing campaigns.
  • Siemens Answers campaign is Siemens first big push into an integrated print/online campaign. Print, online media, search, online pr and social media all push to the Siemens Answers microsite.
  • They measure their activity in awareness, favorability, response and leads.
  • Mr. Stabile focused on the use of traditional, mainstream media to drive to their own online content initiatives.
  • He stated that 90% of technology and industrial decision makers go online to find suppliers. This is something Siemens is taking very seriously.
  • Their future area of focus: moving to two-way communications.  Right now, he would consider what they are doing one-way communications.
  • INTERESTING STATEMENT – Mr. Stabile said that minor changes in the marketing mix can lead to substantial business increases (5% movement of trade shows into online was the example).

Chris Boylan, Information Builders

  • His goal for the $300 million btob software company is to generate more leads from less traffic.
  • Big goals: increase brand awareness, generate leads, integrate lead generation reporting with SFA system, and track campaign through to sales.
  • Mr. Boylan stated that the main goal when someone gets to their website is to guide visitors to the most compelling content.
  • They use separate landing pages for their white papers with minimal distractions – just get them to complete the form!
  • They use Baynote – had 10% increase in conversion just by using this software.
  • They shoot for lead price to between $20 and $40 per lead when using lead gen and white paper syndication sites such as ITToolbox.
  • Over last year, they increased their overall budget by 15%. 57% of that goes into PPC and organic search efforts.
  • Since last year, they saw a 40% lead increase. 857,000 unique visitors, 25,994 total leads – $45.82 per lead. This generated $35+ million in new business. 13,991 leads from PPC and organic search. 12,003 through syndication.

John Carnero, CIT

  • Created “Behind the Business” series in partnership with Conde Nast, which was a video series promoted using The New Yorker, Wired, Portfolio and Golf Digest. The premise is an ongoing series with leading CEOs about how they became CEOs and define success.
  • The entire program includes advertorial, events, online advertising, video/podcasts, etc.
  • They also promoted it through a LinkedIn advertising plan.
  • Also created a program called “5 Minute Capital“, which is a 5 minute podcast on Intellectual Capital. Their goal is to position key employees as thought leaders, partnering with media sites to drive traffic to their content.

Eric Andrews, IBM

  • IBM is to transition from push to pull marketing strategies.
  • Mr. Andrews stated that they can no longer interrupt their customers – they must provide relevant content for when their customers are ready, and in formats they prefer.
  • Marketing is changing to a conversation.
  • In Web 1.0, we were consumers of media. In Web 2.0, we are participants.
  • At IBM, customers are in control and they guide the marketing conversation. That means that IBM has to be quicker, more responsive, and must listen to all feedback.
  • Social Media enables those conversations through communities, forums, discussion groups,etc.
  • IBM promotes employee participation in blogs (has blogger’s code of conduct).
  • The strategy starts with listening – posts, feedback, what customers are saying, etc. This helps them to understand the language they speak.

As you can see from the notes, these four companies get it. They get the fact that the marketer is in control, and to be part of the conversation, they have to create relevant and compelling content consistently, and in multiple formats.

Toward the end of the presentation, there was a lot of talk about how marketers need to be storytellers – creating useful content…specifically targeted micro-niche audiences with very precise bits of information.

The future has arrived!

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