This is a question we get a lot — especially from small and midsize businesses savvy enough to know that if they’re going to take their operation to the next level with increased sales driven in part by a lead-generating network of contacts, they have to use content marketing to scale their outreach. One of the most effective and affordable ways for any organization to be in more places at once with the right information delivered across a wide range of digital platforms to the right people at the right time? Yup, that would be content marketing. Sure, the purposes of content marketing include being helpful, educating, informing — and even being entertaining. But there’s another big reason content marketing is so important: It encourages people to get to know you through the exchange of information that, lo and behold, you’ll find useful, too. For example, you might produce a practical guide and offer it for free download from your website to visitors who give you their email addres
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