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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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23. Listening...And Responding

Listen up!

If you think content marketing is only about content creation and publication, think again. Listening online is the foundation of any content marketing initiative.

Without listening to relevant online conversations, news, blogs, influencers, and other online content, you cannot possibly craft an effective content marketing strategy, nor can you tactically advance the execution forward, refining as you go. At the heart of content marketing is listening, responding, and crafting appropriate content based on what’s “out there.”

Lather, rinse, repeat. Always be listening! Author and digital marketing consultant Chris Brogan recommends the following ratio when it comes to online content creation: 25% listening, ...

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