Trailblazers succeed when they blaze their own trail. They have the opportunity to step out in front and lead the march. Marketers need to think about keywords in a similar way. "Trends without query
volume are content marketing opportunities," writes Andrew Delamarter. "They are business-building opportunities. They are stuff of which money is made." He tells us why marketers should take those
words to heart to "create a concept" and "own a language" by being a leader and making "your own keywords."
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