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ubermenu-submenu-type-stack" ><li id="menu-item-134215" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-134215 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><div class="ubermenu-content-block ubermenu-custom-content ubermenu-custom-content-padded cmi-2023-hp-nav-2023-main-description">Build your framework, then scale it with these resource collections</div></li><li id="menu-item-134216" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134216 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/getting-started/"><span class="ubermenu-target-title ubermenu-target-text">Get Started in Content Marketing</span></a></li><li id="menu-item-134221" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134221 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/developing-a-strategy/"><span class="ubermenu-target-title ubermenu-target-text">Develop a Strategy</span></a></li><li id="menu-item-134222" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134222 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/story/"><span class="ubermenu-target-title ubermenu-target-text">Define the Message</span></a></li><li id="menu-item-134223" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134223 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/plan/"><span class="ubermenu-target-title ubermenu-target-text">Plan</span></a></li><li id="menu-item-134224" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134224 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/channels/"><span class="ubermenu-target-title ubermenu-target-text">Choose Channels</span></a></li><li id="menu-item-134225" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134225 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/creating-content/"><span class="ubermenu-target-title ubermenu-target-text">Create Content</span></a></li><li id="menu-item-134226" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134226 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/process/"><span class="ubermenu-target-title ubermenu-target-text">Manage Content Operations</span></a></li><li id="menu-item-134227" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134227 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/measurement/"><span class="ubermenu-target-title ubermenu-target-text">Measure the Impact</span></a></li></ul></li></ul></li><li class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-134204 ubermenu-item-level-1 ubermenu-column ubermenu-column-1-3 ubermenu-has-submenu-stack ubermenu-item-type-column ubermenu-column-id-134204"><ul class="ubermenu-submenu ubermenu-submenu-id-134204 ubermenu-submenu-type-stack" ><li id="menu-item-134228" class="cmi-nav-item-pt0 cmi-nav-no-link ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-has-children ubermenu-item-134228 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto ubermenu-has-submenu-stack" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only"><span class="ubermenu-target-title ubermenu-target-text">Community</span></a><ul class="ubermenu-submenu ubermenu-submenu-id-134228 ubermenu-submenu-type-auto ubermenu-submenu-type-stack" ><li id="menu-item-134229" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-134229 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><div class="ubermenu-content-block ubermenu-custom-content ubermenu-custom-content-padded cmi-2023-hp-nav-2023-main-description">Get to know fellow content and marketing pros</div></li><li id="menu-item-134230" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134230 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" target="_blank" href="https://www.youtube.com/playlist?list=PLQEqAH2tW9cEZOBLsoGPeh7Xm_anX4XPh"><span class="ubermenu-target-title ubermenu-target-text">Live With CMI</span></a></li><li id="menu-item-134231" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134231 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" target="_blank" href="https://cmi.media/invitation"><span class="ubermenu-target-title ubermenu-target-text">#CMWorld Slack Group</span></a></li><li id="menu-item-134232" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134232 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" target="_blank" href="https://www.linkedin.com/groups/4342574/"><span class="ubermenu-target-title ubermenu-target-text">CMI LinkedIn Group</span></a></li></ul></li></ul></li></ul></li><li id="menu-item-134136" class="cmi-mm-nav-item-track ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-has-children ubermenu-item-134136 ubermenu-item-level-0 ubermenu-column ubermenu-column-auto ubermenu-has-submenu-drop ubermenu-has-submenu-mega" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="#" tabindex="0"><span class="ubermenu-target-title ubermenu-target-text">Topics</span><i class='ubermenu-sub-indicator fas fa-angle-down'></i></a><ul class="ubermenu-submenu ubermenu-submenu-id-134136 ubermenu-submenu-type-auto ubermenu-submenu-type-mega ubermenu-submenu-drop ubermenu-submenu-align-full_width" ><li class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-134254 ubermenu-item-level-1 ubermenu-column ubermenu-column-1-4 ubermenu-has-submenu-stack ubermenu-item-type-column ubermenu-column-id-134254"><ul class="ubermenu-submenu ubermenu-submenu-id-134254 ubermenu-submenu-type-stack" ><li id="menu-item-139307" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-139307 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="https://contentmarketinginstitute.com/topic/ai-content-marketing/"><i class="ubermenu-icon fas fa-cog" ></i><span class="ubermenu-target-title ubermenu-target-text">AI in Content Marketing</span></a></li><li id="menu-item-134261" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134261 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/measuring-success/"><i class="ubermenu-icon fas fa-bookmark" ></i><span class="ubermenu-target-title ubermenu-target-text">Analytics and Data</span></a></li><li id="menu-item-134772" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134772 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/building-audience/"><i class="ubermenu-icon fas fa-user" ></i><span class="ubermenu-target-title ubermenu-target-text">Audience Building</span></a></li><li id="menu-item-134264" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134264 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/content-creation/"><i class="ubermenu-icon fas fa-pencil-alt" ></i><span class="ubermenu-target-title ubermenu-target-text">Content Creation</span></a></li><li id="menu-item-134265" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134265 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/content-distribution-promotion/"><i class="ubermenu-icon fas fa-desktop" ></i><span class="ubermenu-target-title ubermenu-target-text">Content Distribution</span></a></li></ul></li><li class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-134253 ubermenu-item-level-1 ubermenu-column ubermenu-column-1-4 ubermenu-has-submenu-stack ubermenu-item-type-column ubermenu-column-id-134253"><ul class="ubermenu-submenu ubermenu-submenu-id-134253 ubermenu-submenu-type-stack" ><li id="menu-item-134266" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134266 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/operations-teams-process/"><i class="ubermenu-icon fas fa-cog" ></i><span class="ubermenu-target-title ubermenu-target-text">Content Operations</span></a></li><li id="menu-item-134256" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134256 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/content-optimization/"><i class="ubermenu-icon fas fa-plane" ></i><span class="ubermenu-target-title ubermenu-target-text">Content Optimization</span></a></li><li id="menu-item-134259" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134259 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/abm-and-personalization/"><i class="ubermenu-icon fas fa-star" ></i><span class="ubermenu-target-title ubermenu-target-text">Demand Generation</span></a></li><li id="menu-item-134257" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134257 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/industry-news-trends/"><i class="ubermenu-icon fas fa-rss" ></i><span class="ubermenu-target-title ubermenu-target-text">News and Trends</span></a></li><li id="menu-item-134258" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134258 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/seo/"><i class="ubermenu-icon fas fa-search" ></i><span class="ubermenu-target-title ubermenu-target-text">SEO</span></a></li></ul></li><li class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-145532 ubermenu-item-level-1 ubermenu-column ubermenu-column-1-4 ubermenu-has-submenu-stack ubermenu-item-type-column ubermenu-column-id-145532"><ul class="ubermenu-submenu ubermenu-submenu-id-145532 ubermenu-submenu-type-stack" ><li id="menu-item-134260" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134260 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/social-media/"><i class="ubermenu-icon fab fa-linkedin" ></i><span class="ubermenu-target-title ubermenu-target-text">Social Media</span></a></li><li id="menu-item-134262" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134262 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/strategy/"><i class="ubermenu-icon fas fa-map-marker-alt" ></i><span class="ubermenu-target-title ubermenu-target-text">Strategy</span></a></li><li id="menu-item-134263" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134263 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-target-with-icon ubermenu-item-layout-default ubermenu-item-layout-icon_left" href="/topic/visual-content/"><i class="ubermenu-icon fas fa-video" ></i><span class="ubermenu-target-title ubermenu-target-text">Video and Visual Content</span></a></li><li id="menu-item-144394" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-144394 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto ubermenu-disable-padding" ><a class="ubermenu-target ubermenu-target-with-image ubermenu-item-layout-image_left" href="/pma-content-hub/"><img loading="lazy" class="ubermenu-image ubermenu-image-size-full" src="https://contentmarketinginstitute.com/wp-content/uploads/2024/07/logo_pma_menu_20.png" width="20" height="16" alt="" /><span class="ubermenu-target-title ubermenu-target-text">Product Marketing</span></a></li><li id="menu-item-146716" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-146716 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto ubermenu-align-left ubermenu-disable-padding" ><a class="ubermenu-target ubermenu-target-with-image ubermenu-item-layout-image_left" href="/brightspot-content-hub/"><img loading="lazy" class="ubermenu-image ubermenu-image-size-full" src="https://contentmarketinginstitute.com/wp-content/uploads/2024/10/Brightspot-O_only_2024_22.png" width="20" height="16" alt="" /><span class="ubermenu-target-title ubermenu-target-text">Content Management</span></a></li></ul></li><li class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-134255 ubermenu-item-level-1 ubermenu-column ubermenu-column-1-4 ubermenu-has-submenu-stack ubermenu-item-type-column ubermenu-column-id-134255"><ul class="ubermenu-submenu ubermenu-submenu-id-134255 ubermenu-submenu-type-stack" ><li id="menu-item-145528" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-has-children ubermenu-item-145528 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto ubermenu-has-submenu-stack" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="#"><span class="ubermenu-target-title ubermenu-target-text">From Our Sponsor</span></a><ul class="ubermenu-submenu ubermenu-submenu-id-145528 ubermenu-submenu-type-auto ubermenu-submenu-type-stack" ><li id="menu-item-145527" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-145527 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><div class="ubermenu-content-block ubermenu-custom-content ubermenu-custom-content-padded"><div class="stories-navigation-wrapper"> No Ads Found </div></div></li></ul></li></ul></li></ul></li><li id="menu-item-134137" class="cmi-mm-nav-item-track cmi-nav-item-pt0 cmi-nav-no-link ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-has-children ubermenu-item-134137 ubermenu-item-level-0 ubermenu-column ubermenu-column-auto ubermenu-has-submenu-drop ubermenu-has-submenu-mega" ><span class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" tabindex="0"><span class="ubermenu-target-title ubermenu-target-text">Research Insights</span><i class='ubermenu-sub-indicator fas fa-angle-down'></i></span><ul class="ubermenu-submenu ubermenu-submenu-id-134137 ubermenu-submenu-type-auto ubermenu-submenu-type-mega ubermenu-submenu-drop ubermenu-submenu-align-full_width" ><li class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-134267 ubermenu-item-level-1 ubermenu-column ubermenu-column-1-3 ubermenu-has-submenu-stack ubermenu-item-type-column ubermenu-column-id-134267"><ul class="ubermenu-submenu ubermenu-submenu-id-134267 ubermenu-submenu-type-stack" ><li id="menu-item-134271" class="cmi-nav-item-pt0 ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-has-children ubermenu-item-134271 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto ubermenu-has-submenu-stack" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/research/"><span class="ubermenu-target-title ubermenu-target-text">All Research</span></a><ul class="ubermenu-submenu ubermenu-submenu-id-134271 ubermenu-submenu-type-auto ubermenu-submenu-type-stack" ><li id="menu-item-134272" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-134272 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto" ><div class="ubermenu-content-block ubermenu-custom-content ubermenu-custom-content-padded cmi-2023-hp-nav-2023-main-description">Browse a list of every CMI research report (including archive of past years' reports)</div></li></ul></li></ul></li><li class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-134270 ubermenu-item-level-1 ubermenu-column ubermenu-column-1-3 ubermenu-has-submenu-stack ubermenu-item-type-column ubermenu-column-id-134270"><ul class="ubermenu-submenu ubermenu-submenu-id-134270 ubermenu-submenu-type-stack" ><li id="menu-item-134391" class="cmi-nav-item-pt0 cmi-nav-no-link ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-has-children ubermenu-item-134391 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-2 ubermenu-column ubermenu-column-auto ubermenu-has-submenu-stack" ><span class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only"><span class="ubermenu-target-title ubermenu-target-text">Research by Topic</span></span><ul class="ubermenu-submenu ubermenu-submenu-id-134391 ubermenu-submenu-type-auto ubermenu-submenu-type-stack" ><li id="menu-item-134392" class="ubermenu-item ubermenu-item-type-custom ubermenu-item-object-ubermenu-custom ubermenu-item-has-children ubermenu-item-134392 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-3 ubermenu-column ubermenu-column-auto ubermenu-has-submenu-stack" ><div class="ubermenu-content-block ubermenu-custom-content ubermenu-custom-content-padded cmi-2023-hp-nav-2023-main-description">Go directly to the latest report on each of these subjects</div><ul class="ubermenu-submenu ubermenu-submenu-id-134392 ubermenu-submenu-type-auto ubermenu-submenu-type-stack" ><li id="menu-item-134395" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134395 ubermenu-item-auto ubermenu-item-normal ubermenu-item-level-4 ubermenu-column ubermenu-column-auto" ><a class="ubermenu-target ubermenu-item-layout-default ubermenu-item-layout-text_only" href="/articles/b2b-content-marketing-trends-research/"><span class="ubermenu-target-title ubermenu-target-text">B2B Content Marketing</span></a></li><li id="menu-item-134565" class="cmi-nav-item-pt0 cmi-nav-indent-left ubermenu-item ubermenu-item-type-custom ubermenu-item-object-custom ubermenu-item-134565 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srcset="https://contentmarketinginstitute.com/wp-content/uploads/2024/09/content-marketing-career-outlook-scaled.jpg 2560w, https://contentmarketinginstitute.com/wp-content/uploads/2024/09/content-marketing-career-outlook-390x204.jpg 390w, https://contentmarketinginstitute.com/wp-content/uploads/2024/09/content-marketing-career-outlook-600x314.jpg 600w, https://contentmarketinginstitute.com/wp-content/uploads/2024/09/content-marketing-career-outlook-125x65.jpg 125w, https://contentmarketinginstitute.com/wp-content/uploads/2024/09/content-marketing-career-outlook-768x402.jpg 768w, https://contentmarketinginstitute.com/wp-content/uploads/2024/09/content-marketing-career-outlook-1536x804.jpg 1536w, https://contentmarketinginstitute.com/wp-content/uploads/2024/09/content-marketing-career-outlook-2048x1072.jpg 2048w" sizes="(max-width: 2560px) 100vw, 2560px" width="2560" height="1340" alt="2025 Career Outlook for Content and Marketing Professionals [New Research]" /></a><ul 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elementor-section-height-default elementor-section-height-default" data-particle_enable="false" data-particle-mobile-disabled="false" data-id="0b25ef6" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8602f29" data-id="8602f29" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <section class="has_eae_slider elementor-section elementor-inner-section elementor-element elementor-element-e7dbc7a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-particle_enable="false" data-particle-mobile-disabled="false" data-id="e7dbc7a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="has_eae_slider elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-ec8e00c" data-id="ec8e00c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-48c1577 elementor-widget elementor-widget-heading" data-id="48c1577" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h1 class="elementor-heading-title elementor-size-default">The Demand-Gen Content Investment: Good to Great? [Research]</h1> </div> </div> <div class="elementor-element elementor-element-5b43386 elementor-widget elementor-widget-image" data-id="5b43386" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img loading="lazy" decoding="async" width="946" height="521" src="https://contentmarketinginstitute.com/wp-content/uploads/2019/12/demand-gen-content-investment.png" class="attachment-full size-full wp-image-92057" alt="" srcset="https://contentmarketinginstitute.com/wp-content/uploads/2019/12/demand-gen-content-investment.png 946w, https://contentmarketinginstitute.com/wp-content/uploads/2019/12/demand-gen-content-investment-125x69.png 125w, https://contentmarketinginstitute.com/wp-content/uploads/2019/12/demand-gen-content-investment-390x215.png 390w, https://contentmarketinginstitute.com/wp-content/uploads/2019/12/demand-gen-content-investment-768x423.png 768w, https://contentmarketinginstitute.com/wp-content/uploads/2019/12/demand-gen-content-investment-600x330.png 600w" sizes="(max-width: 946px) 100vw, 946px" /> </div> </div> <div class="elementor-element elementor-element-cc00a52 elementor-widget elementor-widget-raven-post-meta" data-id="cc00a52" data-element_type="widget" data-widget_type="raven-post-meta.default"> <div class="elementor-widget-container"> <ul class="raven-inline-items raven-icon-list-items raven-post-meta"> <li class="raven-icon-list-item elementor-repeater-item-74cce9e raven-inline-item" itemprop="author"> <a href="https://contentmarketinginstitute.com/articles/author/robert-rose/"> <span class="raven-icon-list-text raven-post-meta-item raven-post-meta-item-type-author"> <span class="raven-post-meta-item-prefix">by</span> Robert Rose </span> </a> </li> <li class="raven-icon-list-item elementor-repeater-item-cc1c94e raven-inline-item" itemprop="datePublished"> <span class="raven-icon-list-text raven-post-meta-item raven-post-meta-item-type-date"> <span class="raven-post-meta-item-prefix">| Published: </span> December 2, 2019 </span> </li> <li class="raven-icon-list-item elementor-repeater-item-3952fed raven-inline-item" itemprop="about"> <span class="raven-icon-list-text raven-post-meta-item raven-post-meta-item-type-terms raven-terms-list"> <span class="raven-post-meta-item-prefix"> | </span> <span class="raven-post-meta-terms-list"> <a href="https://contentmarketinginstitute.com/primary-category/trends-and-research/" class="raven-post-meta-terms-list-item">Trends and Research</a> </span> </span> </li> </ul> </div> </div> </div> </div> </div> </section> <section class="has_eae_slider elementor-section elementor-inner-section elementor-element elementor-element-1026ca6 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-particle_enable="false" data-particle-mobile-disabled="false" data-id="1026ca6" data-element_type="section" id="cmi-post-content-wrapper"> <div class="elementor-container elementor-column-gap-default"> <div class="has_eae_slider elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-a8c1f35" data-id="a8c1f35" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-cdc9f9e elementor-widget elementor-widget-raven-social-share" data-id="cdc9f9e" data-element_type="widget" data-widget_type="raven-social-share.default"> <div class="elementor-widget-container"> <div class="jupiterx-social-share-wrapper jupiterx-social-share-wrapper-col-0 jupiterx-social-share-view-icon" id="jupiterx-social-share-widget-wrapper" > <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-linkedin" data-network="linkedin" > <span class="jupiterx-social-share-button-icon"> <i class="fab fa-linkedin" aria-hidden="true"></i> </span> </div> </div> <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-facebook" data-network="facebook" > <span class="jupiterx-social-share-button-icon"> <i class="fab fa-facebook" aria-hidden="true"></i> </span> </div> </div> <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-email" data-network="email" > <span class="jupiterx-social-share-button-icon"> <i class="fas fa-envelope" aria-hidden="true"></i> </span> </div> </div> <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-twitter" data-network="twitter" > <span class="jupiterx-social-share-button-icon"> <i class="fab fa-x-twitter" aria-hidden="true"></i> </span> </div> </div> <input type="hidden" id="jupiterx-social-share-target" value="https://contentmarketinginstitute.com/articles/demand-gen-content-research/" > <input type="hidden" id="jupiterx-social-share-title" value="The Demand-Gen Content Investment: Good to Great? [Research]" > <input type="hidden" id="jupiterx-social-share-image" value="https://contentmarketinginstitute.com/wp-content/uploads/2019/12/demand-gen-content-investment.png" > </div> </div> </div> <div class="elementor-element elementor-element-9285241 elementor-widget elementor-widget-raven-post-content" data-id="9285241" data-element_type="widget" data-widget_type="raven-post-content.default"> <div class="elementor-widget-container"> <div class="cmi-cta content-box-green default"><em>Editor's note: We’ve <a href="https://contentmarketinginstitute.com/articles/ai-demand-generation-research">updated</a> our Demand Generation research study for 2024.</em></div> <p>“We won. Now what?”</p> <p>That mind-opening observation came in a conversation I had with Velocity Partners’ Doug Kessler this year.</p> <p>As he noted, we’ve gotten good at content marketing. Now, how do we become great at it?</p> <span id="more-92025"></span> <p>In the seminal business book <a href="https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=1574180628&sr=8-3" target="_blank" rel="noopener">Good To Great</a>, author Jim Collins writes, “Good is the enemy of great.” People settle for good because it is easier, he suggests, opening the door to competitors.</p> <p>No one sets out to be the third in their market, but they end up there because they don’t go beyond good.</p> <h2 class="wp-block-heading">Good-to-great demand generation</h2> <p>Teams may struggle to take their content from good to <a href="https://contentmarketinginstitute.com/2019/10/content-disappoints-audience/">great</a> because of the increasing focus on short-term results over the last decade. This trend puts more pressure on the demand-generation marketer to improve results in shorter and shorter time frames.</p> <p>According to the <a href="https://www.demandgenreport.com/resources/research/2019-lead-nurturing-acceleration-survey-report" target="_blank" rel="noopener">2019 Lead Nurturing & Acceleration Survey Report</a>, 41% of companies deliver weekly campaigns. Only a handful (6%) of respondents say their typical cadence is monthly, compared to 17% in the previous year.</p> <p>This intense short-term pressure to iterate has led many businesses to delay longer-term investments such as developing the infrastructure and processes to scale and <a href="https://contentmarketinginstitute.com/2019/09/content-performance/">measure</a> their overall content marketing efforts.</p> <p>When CMI reported the results of our first <a href="https://contentmarketinginstitute.com/2018/10/generating-demand-research/">Content Marketing for Demand Generation Survey</a> last year, I wrote about the pressures of short-termism: “Most demand-generation strategies are simply demand-identification programs. Marketing teams exert tremendous effort to optimize content experiences for search terms and questions, and to be ever more different, persuasive, and faster for anyone who has raised their hand to say, ‘I’m interested.’”</p> <p>In that report, we concluded that many businesses had “moved to good, but not great.”</p> <p>Last year’s results showed respondents achieving some short-term success but struggling with scale and measurability – both of which require a long-term approach to strategy, planning, infrastructure, and investment.</p> <p>In this year’s survey, we explored those issues further. The resulting market brief, <a href="https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2019-Content-Marketing-for-Demand-Generation-Market-Brief.pdf">Scaling and Measuring Content Marketing to Generate Demand, Measure Audiences</a> sponsored by <a href="https://www.scribblelive.com/">ScribbleLive</a>, captures the changes in the landscape over the last 12 months and explores current attitudes regarding the quality of the content businesses create.</p> <p>We hypothesize a desire to move from “good” to “great” and that marketers can overcome the hurdles of short-termism to invest in a longer-term strategy, infrastructure, and skills we need to evolve.</p> <p>The results open up opportunities for marketers to consider:</p> <ul> <li>Where are the gaps in our approach?</li> <li>What changes are occurring in how content marketing is used across demand generation?</li> <li>How do our efforts compare with those changes?</li> </ul> <h2 class="wp-block-heading">Scaling struggles in demand-generation content</h2> <p>Once again, the survey asked marketers to assess how much demand-generation content they create and how much value they see from that content for each stage in the <a href="https://contentmarketinginstitute.com/2019/04/content-ready-buyers/">buyer’s journey</a>.</p> <p>The demand-generation marketers reveal that they devote over half of their content creation efforts (51%) to the early stage, a 10% jump over last year. In contrast, they create only 17% of their content for the late stage, a 21% decline over 2018.</p> <div class="wp-block-image"> <figure class="aligncenter"><img fetchpriority="high" fetchpriority="high" decoding="async" width="600" height="378" src="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/EstimatedPercentage-600x378.jpg" alt="" class="wp-image-92027" srcset="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/EstimatedPercentage-600x378.jpg 600w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/EstimatedPercentage-125x79.jpg 125w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/EstimatedPercentage-365x230.jpg 365w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/EstimatedPercentage-768x483.jpg 768w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/EstimatedPercentage.jpg 1530w" sizes="(max-width: 600px) 100vw, 600px" /></figure></div> <p>The results followed last year’s pattern. More than half (57% in 2019 vs. 51% in 2018) say they get the most value from the early-stage content and only 6% (vs. 8% in 2019) experience that value in the late stage of the buyer’s journey.</p> <div class="wp-block-image"> <figure class="aligncenter"><img decoding="async" width="600" height="397" src="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/StageInJourney-600x397.jpg" alt="" class="wp-image-92028" srcset="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/StageInJourney-600x397.jpg 600w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/StageInJourney-125x83.jpg 125w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/StageInJourney-348x230.jpg 348w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/StageInJourney-768x508.jpg 768w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/StageInJourney-300x200.jpg 300w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/StageInJourney.jpg 1534w" sizes="(max-width: 600px) 100vw, 600px" /></figure></div> <div class="content-box-gray"><strong>HANDPICKED RELATED CONTENT: <a href="https://contentmarketinginstitute.com/articles/editorial-content-essentials/">Got a Plan? Content Marketing Success Demands It</a></strong></div> <h2 class="wp-block-heading">Segmenting by personas declines</h2> <p>More than half of demand-generation operations still don’t follow the best practice of segmenting their activities by <a href="https://contentmarketinginstitute.com/2016/05/buyer-personas-essential-parts/">personas</a>. In fact, the number of marketers who say they do not use personas and have no plans to use them increased by about 25% (24% in 2019 vs. 19% in 2018). This finding may represent another factor in the gap between good and great.</p> <div class="wp-block-image"> <figure class="aligncenter"><img decoding="async" width="600" height="340" src="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/DemandGen-600x340.jpg" alt="" class="wp-image-92029" srcset="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/DemandGen-600x340.jpg 600w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/DemandGen-125x71.jpg 125w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/DemandGen-390x221.jpg 390w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/DemandGen-768x435.jpg 768w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/DemandGen.jpg 1539w" sizes="(max-width: 600px) 100vw, 600px" /></figure></div> <div class="content-box-gray"> <p><strong>HANDPICKED RELATED CONTENT:</strong></p> <ul> <li><a href="https://contentmarketinginstitute.com/articles/mutual-truth-brands-customers/">3 Strategies to Connect With Your Audience (Hint: Start With Mutual Truths)</a></li> <li><a href="https://contentmarketinginstitute.com/articles/actionable-content-marketing-personas/">Quick and Dirty Guide for Creating Actionable Content Marketing Personas</a></li> </ul> </div> <h2 class="wp-block-heading">Content’s role in driving and nurturing demand</h2> <p>We also wanted to know what marketers think about the quality and quantity of their content and its ability to meet their demand-generation goals. As we did last year, respondents were asked how they view their organization’s success with content marketing for demand generation. Like last year, 58% say their organization is moderately successful.</p> <p>Interestingly, 77% say their organization views content as extremely or very important to their demand-generation efforts. But most marketers surveyed (63%) say they don’t have enough content to fulfill their organization’s current demand-generation goals. And less than half (45%) rate their content as excellent or very good.</p> <div class="wp-block-image"> <figure class="aligncenter"><img loading="lazy" loading="lazy" decoding="async" width="600" height="445" src="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/cmi-3-charts-organization-respondents-600x445.jpg" alt="" class="wp-image-92030" srcset="https://contentmarketinginstitute.com/wp-content/uploads/2019/11/cmi-3-charts-organization-respondents-600x445.jpg 600w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/cmi-3-charts-organization-respondents-125x93.jpg 125w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/cmi-3-charts-organization-respondents-310x230.jpg 310w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/cmi-3-charts-organization-respondents-768x570.jpg 768w, https://contentmarketinginstitute.com/wp-content/uploads/2019/11/cmi-3-charts-organization-respondents.jpg 1194w" sizes="(max-width: 600px) 100vw, 600px" /></figure></div> <p>We also asked about the biggest challenge of using content for demand generation. More than 30% of the responses had to do with having the time, resources, budget, or team. Verbatim answers included:</p> <ul> <li>“Being able to generate large quantities of content, given our small team and budget”</li> <li>“Creating a large amount of content catering to our audience”</li> <li>“Not enough time to create the content we need”</li> <li>“Frequency of content creation and distribution”</li> <li>“Having the time to create high-quality content”</li> </ul> <p>Is the pressure to produce more content another reason why demand-gen marketers are stuck at good?</p> <div class="content-box-gray"> <p><strong>HANDPICKED RELATED CONTENT:</strong></p> <ul> <li><a href="https://contentmarketinginstitute.com/articles/success-differentiators-b2b-research/">2020 B2B Content Marketing: What the Successful Do [New Research]</a></li> <li><a href="https://contentmarketinginstitute.com/articles/strategies-fill-editorial-calendar/">Forget Inspiration: Try These 6 Strategies to Fill Your Editorial Calendar</a></li> </ul> </div> <h2 class="wp-block-heading">Great requires reorganizing for and investing in success</h2> <p>The research shows that progress is being made in demand-gen content marketing approaches, but much work remains.</p> <p>If content marketing is to be a meaningful – and growing – part of a demand-generation operation, companies must invest in it the same as they would any other vital business strategy.</p> <p>It must be recognized as a long-term investment that requires a documented strategy, a dedicated team, and focused, aligned goals for everything that’s done.</p> <p>That is what is required for demand-generation marketers to move beyond good (meeting existing demand with existing content) to great (creating new types of content that will generate new demand).</p> <p><em>Get more insight and survey results; download </em><a href="https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2019-Content-Marketing-for-Demand-Generation-Market-Brief.pdf"><em>Scaling and Measuring Content Marketing to Generate Demand, Measure Audiences</em></a><em> today. </em></p> <p><em>To be among the first to get the latest research reports from Content Marketing Institute, </em><a href="http://cmi.media/contribemail"><em>subscribe</em></a><em> to the newsletter.</em><em> </em></p> <div class="content-box-gray"> <p><strong>HANDPICKED RELATED CONTENT:</strong></p> <ul> <li><a href="https://contentmarketinginstitute.com/articles/content-marketing-product/">For Better Results, Think of Content Marketing Like a Product</a></li> <li><a href="https://contentmarketinginstitute.com/articles/core-roles-content-team/">The 7 Core Roles of a 2020 Content Marketing Team</a></li> <li><a href="https://contentmarketinginstitute.com/articles/refresh-content-marketing/">Get a Refresh on the What, Why, Where, and How of Content Marketing</a></li> </ul> </div> <p><em>Cover image by Joseph Kalinowski/Content Marketing Institute</em></p> </div> </div> <div class="elementor-element elementor-element-5f59dc6 elementor-widget elementor-widget-raven-social-share" data-id="5f59dc6" data-element_type="widget" data-widget_type="raven-social-share.default"> <div class="elementor-widget-container"> <div class="jupiterx-social-share-wrapper jupiterx-social-share-wrapper-col-0 jupiterx-social-share-view-icon" id="jupiterx-social-share-widget-wrapper" > <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-linkedin" data-network="linkedin" > <span class="jupiterx-social-share-button-icon"> <i class="fab fa-linkedin" aria-hidden="true"></i> </span> </div> </div> <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-facebook" data-network="facebook" > <span class="jupiterx-social-share-button-icon"> <i class="fab fa-facebook" aria-hidden="true"></i> </span> </div> </div> <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-email" data-network="email" > <span class="jupiterx-social-share-button-icon"> <i class="fas fa-envelope" aria-hidden="true"></i> </span> </div> </div> <div class="jupiterx-social-share-skin-gradient" role="button" aria-label="hidden" > <div class="jupiterx-social-share-button jupiterx-social-share-widget-twitter" data-network="twitter" > <span class="jupiterx-social-share-button-icon"> <i class="fab fa-x-twitter" aria-hidden="true"></i> </span> </div> </div> <input type="hidden" id="jupiterx-social-share-target" value="https://contentmarketinginstitute.com/articles/demand-gen-content-research/" > <input type="hidden" id="jupiterx-social-share-title" value="The Demand-Gen Content Investment: Good to Great? 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As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton. Robert is the author of four books. His latest, <a href="https://contentadvisory.net/robert-rose-2/">Content Marketing Strategy</a>, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing" by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.You can follow him on Twitter <a href="https://twitter.com/robert_Rose/">@Robert_Rose</a>. </div> </div> </div> </div> </div> </div> </div> </div> </section> </div> </div> </div> </section> </div> </div></div></div></div></main><footer class="jupiterx-footer" role="contentinfo" itemscope="itemscope" itemtype="http://schema.org/WPFooter"><style>.elementor-134168 .elementor-element.elementor-element-39fc102d a{color:#030303;}.elementor-134168 .elementor-element.elementor-element-39fc102d a:hover{color:#747474;}.elementor-134168 .elementor-element.elementor-element-42caf75b > .elementor-widget-wrap > .elementor-widget:not(.elementor-widget__width-auto):not(.elementor-widget__width-initial):not(:last-child):not(.elementor-absolute){margin-bottom:0px;}.elementor-134168 .elementor-element.elementor-element-42caf75b > 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