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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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19. Whose Job Is Content?

“You’re at least as much a publisher as you are an advertiser.”

Content marketing has been embraced by businesses large and small. They know there’s far less of a need to buy media when they can create it themselves. They’re aware that if you have a website, a blog, a YouTube channel, a Twitter presence, a Facebook page, or a host of other online offerings, you’re at least as much a publisher as you are an advertiser.

But strategizing, creating, assessing, disseminating, evaluating, and monetizing content doesn’t just happen by itself. Someone’s got to actually do it.

How do organizations determine who that someone is? There are certainly plenty of roles and responsibilities that can oversee, or play a role in, content ...

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