Considering content as an asset changes attitudes

12/8/2011 | B2C Marketing Insider

In an era where 60% of companies are investing more in content marketing, firms should think of content as an asset that can increase in value, not an expense such as advertising, writes Joe Pulizzi. Thinking like a publisher about the shelf life of content and how it can be creatively repurposed will help the company market the content more enthusiastically down the road.

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