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Joe Pulizzi’s book Content Inc is a seminal work in understanding how entrepreneurs are flipping the idea of marketing on its head. Instead of working on a product, and figuring out how to sell it to an audience – these innovative companies are building an audience, and then figuring out which products will be most appropriate. There are incredible lessons here for us – even if we’re in larger organizations that aren’t startups. In this module Joe takes us through the Content Inc Model – and this provides another lens for us to look at our more holistic content marketing approach.