Content management

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Sam Decker is a brilliant marketer who is now the CEO of a company called Mass Relevance. The company is less than a year old, but was recently the curation engine behind the Presidential Twitter town hall and tweets on NBC's The Voice.

Before founding Mass Relevance, Sam was the founding CMO for Bazaarvoice, the leading social commerce & reviews platform company which recently filed for an IPO.

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I do a lot of work for B2B companies that sell really complex stuff. I interview their customers constantly.

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Before someone will buy your product, they have to "buy" your content. Your content is actually your first product, and should be viewed that way. If they don't like your free content, they won't pay for your product.

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Just because you can - doesn't mean you should.

Keep this advice in mind as you consider using social media to grow your revenue. There is a lot of hype in this space now, and it will continue for a while. You will lose revenue, not gain it, if you focus too much of your time and resources on vehicles and methods that won't move the revenue needle in the right direction.

If you want to make sure your efforts DO move the revenue needle, here are some guidelines: 

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Email has become the message medium of our age. Just as we learned how to address and stamp an envelope, just as we learned how to fill out a FedEx form, we are now - still - learning how to use email effectively to run our businesses, and to buy and sell products and services.

I'm not going to spend a lot of time this week talking about how frustrating it is when someone doesn't do what I'm about to recommend. Suffice it to say that stream-of-consciousness, flaky subject lines don't help you manage your business or increase your revenues.