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You spent hours sweating over a blog post to make it as appealing and complete as possible. You spent weeks of intensive preparation to produce an eye-catching video. You finally have your content in shape and publish the end result. You promote it with a few tweets and updates on Facebook and LinkedIn. And then? Don’t just cross your fingers and hope for the best.
Could you describe the company you work for to a potential client in a hundred words? How many words would you have left if you deleted references to your company name, any of your brand names, and all the superlatives you’ve used? What remains is what I call independent content — a good story that’s authentic, focused, and relevant. It’s exactly what good content marketing should be.