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4 ways to create brand content people actually care about

from Fast Company

We sing the praises of brands that appear to effortlessly lead the social conversation while simultaneously hitting "refresh" on our Facebook likes, completely missing the point. The numbers game will always fail as long as we fail to connect to what the customer cares about. Marketing strategies will maintain their mediocre successes as long as we keep expecting engagement and loyalty from our customers without giving them the same consideration. However, by investing time and resources to develop great gobs of gorgeous content with compelling, interesting messages worth sharing, the scales will tip. more

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