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While 93% of B2B marketers are using content marketing, only 42% say they are effective with content marketing. Christopher Penn, vice president of marketing technology at SHIFT Communications, believes effective content plays two key roles for business: it attracts new audiences and it drives new business. "Content is easy, it's super easy," Penn says. "But great content—content that people want to consume and share—that's incredibly difficult." ...(read…
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