This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations.
Of all the content creators on social media, it can seem like brands are the red-headed stepchild. They don't get as much attention as YouTube stars or Instagram celebrities, they aren't followed as closely as news and media organizations and they get low reach without paying.
It doesn't have to be this way
In fact, the best-performing brands on social reach a huge audience and don't spend much in promoting their posts. The reason? These brands emulate publishers when it comes to their content strategy. Read more...
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