1. Beware Out-of-context Content Marketing Prescriptions

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    Post Header Summary: Content marketing advice outside the context of understanding your business, goals, strategies and plans can be misleading, even dangerous. Audience: B2B content, inbound and social marketers; demand managers Topic: Content marketing practices and techniques Purpose: Educate, advice   I regularly receive calls and emails from clients and colleagues who ask my opinion concerning advice they read about content marketing tactics. Two points:  1) What to do is widely understood and generally accepted. How to operationalize it is the challenge, and where breakdowns typically occur. 2) Appropriate prescriptions for tactics and techniques require an understanding of the context in which they will be applied. You wouldn’t take a doctor’s surgical recommendation without a physical diagnosis supported by a battery of tests would you? I’ve stopped reading all content marketing articles that purport to tell me what to do. And my eyes glaze over descriptions of tactics. I’m much more interested...

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