Marketers are working hard to create great content that can be used to create sales leads, drive website traffic, promote brand, and educate customers and prospects. Unfortunately, not all content is created equal. To ensure you get the most out of your content marketing efforts, you must follow these six rules:

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Marketing and promotion are like picking the right stock: You come up with a strategy that is based on sound fundamentals, and implement that strategy when no one else is. The best part is it usually just takes a wee bit of creativity, and a commitment to work harder with more attention to detail, to beat the competition. I'm loving this online community development project I'm working on. Can't go into details, but its nice working with a large, professional organization with more than 120,000 members worldwide. Okay, I guess that narrows it down a bit, but only for us technology trade wonks.

Saw a great article this morning on why you should first "engage and inspire your employees first, then customers." Small and medium business in particular think that any action that doesn't add directly to the bottom line isn't worth the resources, but what business owners often fail to understand is that 20 motivated people can do much more than 1 highly-motivated person.

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Every passing day further convinces me of one single thing: Every marketing specialist should come to their job through the ivory halls of journalism. And if you're marketing for B2B companies, make that the Formica halls of trade publishing.

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