Article by Bond Street

“Small business owners know they should be doing something to promote their business online, but what exactly that thing is sometimes seems vague and unclear. Or worse: arbitrary, a waste of time, lame. And it’s true, when you take a cursory look at the online marketing efforts of most small businesses, it’s not hard to find examples of the toothless, the boring, the uninspiring.

Content marketing is the practice of creating ‘content’ that will appeal to your audience or customers, while also supporting your business—sometimes directly, sometimes indirectly. So what does that mean? Well, for starters, if you’re anything like me, the word ‘content’ has a slightly dry, even pejorative feel, like the thing it’s describing is just taking up space, filler, inessential. But it doesn’t have to be that way. And the reason for that has something to do with the second half of what we’re talking about—the part about your audience or customers.”

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