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When Content Strategy Back Roads Work Well

There are some content marketing rules that are okay for small businesses to break. Elisa Gabbert takes us through a handful. Experts will tell marketers they need a content marketing strategy. And while that's all fine, small businesses need a direction more than a strategy. The strategy might get derailed -- and being limber and nimble with the ability to change direction in a snap can resonate so much louder with an audience than staying on track because that's part of the strategy. Follow the road map, but be prepared to take a back road once in a while.

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