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Content marketing plays a mission critical role in the growth story of a business, Pratik Dholakiya investigates, With survey after survey reporting companies will spend more on content marketing than ever before, content marketers need to pull out all the stops to ensure this tactic delivers solid ROI. There is just one problem, though. Not all content marketing strategies work and content marketers have only themselves to blame. If a content marketing campaign doesn’t deliver results, it means the people in charge have made a hash of it. Why do some campaigns fail, while others score? What do successful content marketers do differently? The popular perception is that their skill sets and proficiency make the difference but, more than that, it is their attitude and approach. Two campaigns using similar tactics can throw up contrasting results purely because content marketers behind the really profitable campaign view the same tactic through different eyes. Successful content marketers do five things differently: 1. They respect content. I know you might be thinking, “Respect! I mean c’mon, where does respect enter the picture?” But that’s what the truly astute marketers do. They respect the potential content has to build brand reputation. They are extremely selective about content. Before content is pushed out, they thoroughly evaluate the potential for