Sales Benchmark Index exemplifies a successful use of content marketing, says Reputation Capital's new director of client services, Brooke Howell. Its blog is easy to find, represents a broad swath of the company's thought leaders and is well edited for a unified voice. It also uses social media and webinars as well as part of a comprehensive strategy. In contrast, content marketers missing the mark tend to write jargon-filled copy that screams advertising or is "too formal and serious," Howell says.

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