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Content marketing is about a lot more than spending money on banner ads and sending out leaflets in the mail.

For Michael Brenner, CEO of Marketing Insider Group, content marketing is a two-way dialogue between a company and its audience.

With content marketing, you build trust through consistent interaction with customers. And Michael believes that the more credibility you have with customers, the more they’ll be willing to listen to what you have to say.

Michael spoke with us about the importance of consistency in content marketing, why you shouldn’t be afraid to be basic, and how touchpoints can help you be more efficient with your funding.