The A to Z guide to content marketing

The practice, also known as brand journalism, is taking hold as a major trend in the PR industry. Here’s a rundown of the fundamentals.

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Content marketing, also known as brand journalism, is the practice of companies forming their own media outlets. Companies such as Dell, Coca-Cola, and IBM are creating what looks like—and in many ways is—a journalistic product.

Here is an A to Z guide to content marketing:

Action. Your content should inspire your audience to take action. When you boil down your content, your message should compel your audience to do something. (Read Proven formulas of call to actions.)

Budget. To grow your content marketing efforts, you will need to grow your budget. While you can still execute a number of innovative content marketing tactics on a shoestring budget, it always helps to have money to add staff and create more original content.

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