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3 Content Marketing Lessons From Big Brands Publishing is a privilege -- don't squander it. Follow the lead of marketing giants and produce content that will captivate audiences.

By Ann Handley

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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.

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

Related: 10 Marketing Master-Works