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Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships by Michael Brito

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6. Understanding the Challenges of Content Marketing

“Tweetable Moment: It’s time to move past the content marketing buzzword. It will not help transition your brand to a media company.

—#nextmediaco

Content marketing is the real deal. The term itself has been gaining currency over the last several years, slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands. But what is it? Well, there are several definitions floating around the Web so I will take the one directly from Wikipedia:

Content marketing is “any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of media, including news, video, ...

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