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Episode #58 - The Truth in Content Marketing: What Is and What Ought to Be
In this week’s episode, Content Marketing Institute’s Robert Rose explores the difference between what is true and what ought to be true. He shares a news article about the problem with advertising and data. Plus, he talks with the authors of a new book about the internal workings of content marketing. And finally, he recommends an article that gives you three strategies for connecting with your audience (hint: start with mutual truths). And that’s a wrap for the week ending February 21, 2020. SPONSOR KAPOST So let me tell you a story … Once upon a time, customers wanted content. So, marketing produced it. As new ways to reach customers emerged, marketers kept creating more and more content. They also started growing their teams and adding technology to help drive engagement. But in all the excitement, we forgot why we started making content in the first place: for our customers. We knew the messages we worked so hard to build were getting lost in the chaos, but we didn't know another way. Finally, our customer said, "Enough! You're confusing me!" With that, Kapost was born. Kapost unites revenue teams to speak in one voice across the entire customer journey. Learn more at http://cmi.media/contentoperations NEWS ITEM OF THE WEEK Marketers Own Up to Data, Journalism Crisis https://www.axios.com/newsletters/axios-media-trends-7fc9d664-6994-4bc2-a742-23808bbeb2b7.html INTERVIEW OF THE WEEK Toby Murdock, founder, Kapost Zoe Randolph, content architect, Kapost They are the authors of the new book Mastering One Voice: A Marketing Fable and Field Guide to Content Operations. Toby has extensive experience helping companies of all sizes turn business ideas into marketing content and a strategy that resonates with customers throughout the buyer journey. He served as Kapost CEO from its founding through the 2019 acquisition by Upland Software, where he is now general manager. Zoe Randolph is a content architect at Kapost where she oversees messaging, hosts webinars, and authors’ long- and short-form content. Learn more about the book at contentoperations.com Connect with Zoe Randolph and Toby Murdock on LinkedIn Visit uplandsoftware.com OUR CONTENT MARKETING IDEA OF THE WEEK 3 Strategies to Connect With Your Audience (Hint: Start With Mutual Truths) https://contentmarketinginstitute.com/2019/06/mutual-truth-brands-customers/  
CMI Weekly Wrap
https://contentmarketinginstitute.com/cmi-weekly-wrap-podcast/
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