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The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads by Tom Martin

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16. Cornerstones and Cobblestones: The Content Creation Framework

The fuel that powers your Painless Prospecting system is content. As we discussed earlier, the single biggest challenge to developing and maintaining an effective Painless Prospecting system is your ability to consistently produce and distribute high-value content throughout your entire digital footprint.

The reason we all have so much trouble producing the necessary content is that, fundamentally, we’re producing content at the wrong level. When you talk to content marketers about their content-creation activities, they speak in terms of individualized content. They talk in terms of blog posts, YouTube videos, podcasts, and any other individualized pieces of content. But what ...

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