Show, don’t tell: SA brands getting content marketing right

Show, don’t tell – a writing technique as old as Ernest Hemmingway – is an apt mantra for a more recent phenomenon: content marketing.

The key to content marketing is building a culture around an industry or a mindset without constant reference to a brand. Story making not telling, it’s building the world in which your product must live. It’s creating a market where one previously did not exist by creating a demand for a way of life that you can offer.

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