The basic idea of content marketing is to publish stuff that's not all about your products and services but instead about your audience, their problems and pain points. At this same time, though, content DOES need to point to, or maybe gesture towards, your brand and your solution. Which can be tricky. How do you create content that's not so product and brand focused as so come across as overtly sales-y, while at the same time making a clear connection between the educational content you're publishing and your brand.

To help us unpack this challenge, my guest is Dale Harrison, founder of Inforda Life Science Services, a life sciences marketing agency.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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