You’ve heard that creating content is important for your business. You’ve heard you need a list of subscribers to market and sell to. You’ve heard the money is in the list. But what if everything you’ve heard about content marketing and list-building is all wrong?

My guest today says most businesses need to re-think their approach to content marketing. They need to look at it from the point of view of the customer, from the perspective of the clients they want to reach, and not as another form of advertising.