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Before you jump on the content-marketing bandwagon …

By Leo Valiquette

As Francis wrote yesterday, content marketing is nothing new. It’s the way in which that content can be presented, distributed and promoted that has changed dramatically since the days when we had to use these dusty things called books to do research.

I define content marketing as a process to engage, inform, educate and otherwise woo a target audience with some kind of narrative. This narrative can be anything from a post on your corporate blog to a paid advertising spot that features a client case study (often referred to as an advertorial), or a thought leadership piece that has earned, rather than bought, its way into an influential industry publication.

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