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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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10. Overview of Digital Content Channels

“The right time to get on board is when you have a well-conceived reason to leverage the channel.”

Websites, microsites, ebooks, social media, blogs...the list of potential digital content marketing channels is enormous and only growing as technological innovations create new ways for regular people and marketers alike to create, showcase, and disseminate content.

All have advantages and disadvantages, different barriers to entry, different audience and targeting potential, and varying benefits dependent on needs, focus, and target audience. Most marketers will find that a mix of channels suits their needs. But which channels, and in what proportion?

The only way to find out is to experiment and to test—not ...

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