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5 Keys to Building a Culture of Content
By: Contently
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Most companies are thinking about content all wrong—or at the very least, in a very limited way.

Content is primarily thought of as a marketing tool—a way to boost brand perception, reach potential customers, and drive leads. But in truth, content can wield a powerful influence on divisions across the enterprise—particularly any that are external-facing. Content serves as a powerful tool for sales teams, a driver for recruiting efforts, a boon for investor relations, and a cost-saver for customer service. It also helps maintain relationships with vendors, agencies, and suppliers, and can help facilitate corporate communications and build company culture.

This relationship is symbiotic. Departments outside of traditional marketing divisions are a great source of content ideas and expertise in particular subject matter. Customer service teams are the experts on customer pain points. Salespeople are the experts on prospect needs. Product and research divisions can provide dynamic thought leadership. Just as content powers the enterprise, the entire enterprise can be a great resource in powering content creation.

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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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