How content goes beyond marketing

07/22/2013 | Duct Tape Marketing

Producing content about your business is a great marketing tool, but it also permeates your business in other important ways, writes John Jantsch. Content helps build awareness, establish trust, generate referrals and provide evidence of the effectiveness of a product. "Ever since prospects learned that just about any claim an organization makes can be supported or contested with a simple search, the need to build content that offers proof of results blossomed," he writes.

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