As part of BrightTALK's Content Strategy & Distribution Summit

What do Salesforce, Apple, and the South Beach Diet have in common? They motivate others to action against an enemy - and it isn't the competition. 

While your buyers are certainly motivated by benefits, they are more likely to be truly galvanized when called to rally against a common foe. This is what creates movements that build momentum for brands. 

The right enemy can also be a powerful way to focus our marketing team and improve our content marketing. Join this session, and find your antagonist.

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