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3 Content Marketing Lessons From Big Brands

This story appears in the March 2013 issue of Entrepreneur. Subscribe »

Your story is always about the people who use the thing you sell, not about the thing itself. In other words, cast your customer as the hero, rather than you or your product. Tell that bigger story relentlessly and unwaveringly.

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Last year Felix Baumgartner dove from the edge of space while 8 million people watched the live stream on . Some people called the 128,000-foot free fall--engineered and sponsored by --a publicity stunt. But it was more than that: The effort was a content- play to get people involved in the Red Bull story on a humongous scale.

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