That means you've got to choose words well, and write
with economy and style and honest empathy for your reader.
And it means you put a new value on an often-overlooked
skill in content marketing: how to write, and how to tell a true
story really, really well. That's true whether you're writing a
listicle or the words on a SlideShare deck or the words I'm
using right here, right now. . . .
And so being able to communicate well in writing isn't
just nice; it's a necessity. And it's also the oft-overlooked
cornerstone of nearly all content marketing.
What Is Content?
So, yeah, what is content?
Content isn't limited to the text on our Web pages or
product pages or blogs or e-mail newsletters. It's broader
than the things we think of as marketing. Content is
essentially everything your customer or prospect touches or
interacts with—including your own online properties and Web
pages and the experiences they offer, but also everything
on any social channel (like Instagram, Twitter, Facebook,
LinkedIn, YouTube, and so on).
Content is the entire user experience, says Kristina
INTRODUCTION
