Content Marketing Q&A for RealMatch

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RealMatch, which helps digital publishers generate revenue and grow audiences with online recruitment advertising, interviewed me on the topic of content marketing for a blog post published today, “How to Choose Your Content.”

An excerpt:

In a digital space that is constantly competing for eyeballs – what should websites be doing to grab and hold their audience’s attention?

The key is focus and consistency. It’s never been more important to clearly identify the audience you’re trying to reach before you ever start designing a site or publishing content. While market/audience research is still a hard sell for many B2B marketers, it has never been a more worthwhile investment.

What should sites be thinking about when deciding the type of content to publish?

Start with two data points:

1. What your brand’s goals are;
2. What your audience wants to read/see/hear/feel.

Then connect the dots with an editorial strategy that serves both you and your audience in equal proportions.

Read the full post.

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