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 What Is Content?:  

Purna Virji and I discuss what motivated her to write the book, how she defines “content” and why she took a very expansive approach to content strategy and marketing. She also discusses the foundation of great content and what digital marketers can learn from traditional marketing. 

Creating ‘High Impact’ Content: 

What exactly makes a “high impact” content? How do you differentiate your content, especially in a B2B context? Virji explains how to find the overlap between internal company needs and customer needs as the sweet spot and starting point for content marketing. Why you need to start with measurement and why marketers should always choose quality over quantity. Finally, how do you decide which channels and formats to pursue in a world of expanding content demands? 

AI and the Future of Content:   

AI will have a major impact on content marketing. Will it usher in a golden age or a tsunami of mediocrity? Will organizations downsize content departments but maintain the same output expectations? Can AI-generated content be differentiated? We also discuss SEO and why there’s a gap between “create content for people” rhetoric and the “facts on the ground.” Virji is ultimately upbeat and optimistic about the future and ends with a three-pronged framework for creating better content.

The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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