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100 Content Marketing Examples July 2012 : Page 52

10 0 CONTENT MARKETING E X AMPLE S 90 Motivate Like a CEO Book Company: Bates Communication Originally featured in: The 2011 Content Marketing Playbook Description: Despite all the attention on digital content, books still matter. Whether self-published or created via a traditional publishing house, the book is the “big” content piece that often leads to press exposure, speaking invitations and a privileged status as the expert. In “Motivate Like a CEO,” executive coach and former TV news anchor Suzanne Bates extends her reach and builds her brand, positioning her as the authority on C-suite leadership skills. Example: Check out the Books 91 RSM McGladrey Advantage Print Newsletter Company: RSM McGladrey Originally featured in: The 2011 Content Marketing Playbook Description: Whether it’s merely a double-sided sheet or a 16-page document, print newsletters offer attention-grabbing content meant for rapid consumption. As a tactic, consider it for customer retention, and remember that the average length runs between four and twelve pages. As part of an integrated content marketing program, RSM McGladrey’s newsletter helped the consulting firm increase top-of-mind awareness among target CEOs and CFOs by nearly 60 percent. 52

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