It's critical to keep your content marketing efforts focused on your company's core mission rather than to pump out posts designed only to attract readers, John Jantsch writes. "Content must spring from the one true thing your business stands for and become a story that becomes a greater narrative that lives on in your community with no real end," he writes. Your content should build the credibility of your business, help customers uncover problems and address your clients' needs, he writes.

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