He loves breakfast food, meat, the outdoors and privacy. He hates government, vegetables, human interaction and his ex-wives. He buries gold. He builds chairs. He moonlights as jazz saxophonist Duke Silver. And deep down, he’s a marketing genius, although he would likely scoff at the notion. He’s Ron Swanson, Director of the Parks and Recreation Department of Pawnee, Indiana.

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Everybody gets the “know, like and trust” component of good marketing content. But most companies don’t recognize how good marketing content – and bad marketing content – affect the sales process. Bad marketing content lacks clarity. It’s filled with shameless self-promotion instead of helpful information. There’s no strategy behind the subject matter, the distribution, or how to incorporate content into your sales arsenal. That ain’t helping anyone close a sale.

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