5 con . tent The sum total of freshness, readability, relevancy, and usefulness of the information presented, as well as the manner in which it is presented. So, it can’t just be good, it has to look good too. That’s a tall order. An exercise in relevancy: If the word “customer” were exchanged for the word “member” the definition becomes a lot more relevant in the association world: “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable member action.” Who doesn’t want more profitable member action? Content has also been described as something that combines both information and communication into one effective package.
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