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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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7. Providing Utility

When most people think content, they think written, visual, or audio-visual media: words, pictures, photos, video, audio, and perhaps graphs, charts, and infographics. It can be persuasively argued that in a digital environment, tools count as content, too. They can be educational, informative, helpful, decision and buying aids, entertaining, interactive...and above all, useful.

Think of them as utility content. And think how many times you’ve used them.

Think financial services sites offering loan calculators, or retirement calculators and applications that do comparative math for different types of mortgages or help calculate a savings goal. Consider how many times you’ve visited eBay, UPS, USPS.com, or Amazon.com to figure ...

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