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Effective marketing communication that creates value for audiences means looking at people as more than simply “buyers”, or “influencers”. As we look to specifically deliver value to audiences, we need to understand how to differentiate our story, and not only deliver facts, but make people care about the facts. This is what plays into the bigger picture of creating content that actually entertains, inspires and/or educates the audience we are trying to influence. Our content is a product that should be designed for consumers as such.