As you continue to refine which specific category you’re writing in (and this is an ongoing process), you then have the opportunity to bring that sam… - Nicolas Cole

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As you continue to refine which specific category you’re writing in (and this is an ongoing process), you then have the opportunity to bring that same specificity into the writing itself. “Marketing is a great way to build exposure,” is a broad statement. “Content marketing is a great way to build exposure for your business” is more specific. “Content marketing is a great way to build exposure for your business,” is still a broad statement. “Content marketing is a great way to introduce new customers to your business and move them to the top of your sales funnel” is more specific. “Content marketing is a great way to introduce new customers to your business and move them to the top of your sales funnel,” is still a broad statement. “Content marketing, when published by your executive team opposed to your company’s blog, is a highly effective way to build organic exposure and trust with your target customers, moving them through your sales funnel without them feeling ‘sold to,’” is more specific.