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Question: What is a CPA? What does it have to do with marketing?

Thierry and I were having dinner in Paris. He listened to a podcast interview I did and I mentioned a term, CPA (Certified Public Accountant), during the podcast. He didn’t know what CPA stands for and wondered if that is a new term for content marketing.

Because of his question, I realized that I violated an important rule that I told my clients not to do, I used an abbreviation without an explanation.In my blog posts, I am usually very careful not to use abbreviated terms and make an effort to explain any I do use. And I always tell my clients to explain abbreviations or use a local equivalent for specific geos. Yet here I was, making the same mistake that I told my clients to avoid. But podcasts are fast, conversational and engaging, so we are liable to use local references without realizing it. Be cognizant of using abbreviations or local references during podcasts and make an effort to explain them, because you don’t who may be listening from the other side of the world.


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