In 2020 Is Content Still King? | README

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In a 1996 essay, Bill Gates coined the term “Content is King” to describe the future of the Internet as a marketplace for content. In a recent Pandemic Punditry conversation with Graham Hawkins, he correctly affirmed that not only is content king but it is the entire royal family! Christopher Lockhead co-author of best-selling book Play Bigger recently said, “You can’t be legendary at marketing unless you’re great at sales. Too many marketing people are viewed as a joke by salespeople. Because too many marketing people suck in-front of customers.”  In Christopher’s opinion, if you can’t sell one-on-one, then you cannot be in marketing. Sales skills are foundational for every marketer. We would add, marketing skills are foundational for every salesperson! The distinctions between these two business functions have never been murkier and interdependent than they are now. So why do great salespeople and marketers place so much emphasis on content marketing?  Content marketing in the buying processThe textbook definition of content marketing is, “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” According to a recent study …

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