How many content strategists does it take to sell a lightbulb?

According to

Content marketing is the art of communicating with your customers and prospects without selling.

…and that’s fine.

But most businesses looking to engage a content marketing agency such as the one I work for are not OK with that. Obviously they want to sell their products.

…which is also fine, because content marketing is only a small part of what we call ‘content strategy’.

Here’s the truth: content strategy is part of product design. The content Google needs to see should be published long before you even think the words ‘content marketing’.

Winning the Zero Moment of Truth is the only organic search strategy that exists in 2014. Post-ZMOT, a product description can’t consist of a few...

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