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Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media by Rebecca Lieb

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6. Content That Informs and Educates

Information is power, and the Internet is where consumers turn for information. Providing valuable, credible information can be the foundation of a sound business model—something the earliest online businesses learned in a hurry.

Take Autobytel, for example. Autobytel, which was launched in 1995, was the web’s first car-buying website that supplied consumers with information they’d never had access to before—how much automotive dealers paid for new cars. “The dealers hated it,” recalls Thomas Heshion, a former executive.

Sure, Autobytel will always be remembered as the first dot-com to advertise during the Super Bowl, but it’s thriving more than a decade later because it supplies information that helps car ...

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