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Content vs. Branding

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in Business Management

My colleagues Michael Stelzner and David Scott Meerman are, like me, advocates of marketing with content.

But a recent article suggests that our approach is all wrong.

The author said that branding is more effective than ever today.

Reason: prospects are suffering from information overload. They don’t have time to process product information. And so they make purchase decisions based on brand reputation rather than product facts.

Well, hey, if that’s true, then prospects don’t want — or have time to read — more content, right?

So which should a marketer concentrate on?

Becoming a thought leader by publishing valuable content?

Or branding?

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