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Category: Content Marketing

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When we work with our clients on content marketing strategy here at Convince & Convert, two of our most consistently used maxims are “bricks and feathers” and “content atomization.”

“Bricks and feathers”¬†describes the two primary types of content marketing. Bricks are hefty. Bricks are permanent. Bricks require more production time. Bricks are saved, shared, or printed. A webinar is a brick, for example.

Feathers are lightweight. Feathers are ephemeral and somewhat disposable. Feathers are easier to create. They are noticeable but less persuasive than bricks. This blog post is a feather, for example.

“Content atomization” (coined by Todd Defren) means taking ... Read More

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