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Content strategy: Fee or free?

from By Randall Craig

Many organizations are considering how inbound marketing can be used to attract new members, new customers or new partners. They are stopped, however, by two simple questions: If the content is so valuable, why should we give it away for free? And if it isn't valuable, then why would anyone be interested? The old paradigm of marketing was clear: If you were part of the club, then you got things for free. Yet, in today's inbound marketing world, the more that is released for free, the more likely you will be discovered and credentialized. more

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