1. Four Lessons You Should Learn from Publishers

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    Content marketing would be easy if it didn’t require a steady stream of fresh, engaging, relevant content.  It’s not that developing great content is new.  It’s creating the volume and continuous development required that is new. A number of companies confront this problem by hiring a staff of writers.  As their salary line goes up they may find that it is still difficult to keep up with content needs.   Skilled story tellers still need a story.  They look to subject matter experts, some of the most knowledgeable and busy people in the company, to provide stories or knowledge.  After resolving availability issues, subject matter experts often feel the need to explain their world to a writer so that the writer can tell a story.  This requires a lot of time for SMEs who have incredibly limited availability to begin with. Unfortunately, this also doesn’t always work well.  What often happens...

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