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Powering Content: Building a Nonstop Content Marketing Machine

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Laura Busche

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“Content sparks our connections with others, our own selves, and the world. What we decide to share is a powerful expression of where we stand and where we want to go. An essential part of the human spirit, this constant information sharing is what ultimately builds the bridges between us. Every image, text, sound, or video that you have released into the world carries a part of you that others can relate to. If actions reveal our priorities, the content we share explains them.”

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“Everyone is either building an audience or being an audience these days. Someone, somewhere in the world is thinking up content that will appeal to you as you read this. You are someone’s target audience.”

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“Human beings are complex information consumers: they have active needs, passions, and preferences. They lead different lifestyles — some that you will never be able to empathize with unless you dive deep in qualitative and quantitative data. And that is precisely the point of persona research.”

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“Design is your silent storyteller. The visual aesthetic you share with the world tells a story about the values you uphold. When your audience is not ready or willing to listen, a strong visual can capture even the most evasive of minds. Design is not ornamental or secondary: it can propel your stories far beyond the spaces you initially planned for.”

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“We are faced with the incredible challenge of creating high quality content for a crowd of skimmers. The faster you understand this, the more effective your content tactics will become.”

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“I cannot stress this enough: content creators need to stop comparing their work with that of total strangers. Furthermore, we need to stop seeing ourselves as content consumers and realize that, as producers, we need time and distance from what is already out there in order to create truly innovative work. If you are always exposing your mind to others’ work, when will you gain the strength to create your own? Find a balance between inspiration and creation, and make sure that the first is indeed inspiring. What might start as a journey to gather ideas can quickly become a shortcut to discouragement. Know when to stop.”

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